Wireline consumers, according to a joint study conducted by Google (Nasdaq: GOOG) and Millward Brown, are turning more often to online video ads and mobile devices to research brands.
Similar to the way customers search for products like homes and cars, wireline shoppers are becoming savvier and doing more research about the wireline services they want to buy.
"Wireline shoppers think carefully and research deeply long before buying, using digital to shape their decision," said Google in the study.
During the research process, 54 percent of people will research various service provider sites for over two weeks before making a purchase, while 28 percent of conversions go to a site between 3 and 9 times.
Perhaps not surprisingly, the two biggest considerations (73 percent) shoppers care about are price and reliability. Not far behind are features, installation, and customer service.
But the purchase process is only one part of the online interaction customers have with their wireline provider.
Over 32 percent of shoppers seek online help for customer service issues. Again, mobile and online video play a part in the customer service process with over 52 percent using their mobile device and 72 percent using YouTube to get answers.
- see the study (.pdf)
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