SOURCE: Prospectiv

January 08, 2008 08:17 ET

Seventy Percent of Consumers Use Internet to Research Consumer Packaged Goods, According to Prospectiv Survey

Majority Deem e-Newsletters as Preferred Resource for Information and Special Offers on Everyday Grocery Products

WOBURN, MA--(Marketwire - January 8, 2008) - A recent survey from Prospectiv reveals consumers hit the Internet before they hit the grocery aisles. According to Prospectiv's 2007 Consumer Packaged Goods Survey, 70 percent of respondents said they research everyday grocery products online. Prospectiv (, a provider of online customer acquisition solutions to leading consumer brands, is the owner of the online properties and, and operates a lead generation platform used by publishers across the Web.

What Consumers Want Online


Prospectiv also polled consumers on how they prefer to conduct their online research for consumer packaged goods (CPG) information. The data indicates the majority (27 percent) favor e-Newsletters -- followed by search tools (25 percent), general savings and shopping sites (14 percent) and branded product sites (also at 14 percent). Furthermore, when consumers were asked what online resource they would most likely sign up for/join in order to receive product information, savings offers and tips for CPG brands they are interested in, e-Newsletters again ranked first:

--  Branded CPG e-newsletters (47 percent)
--  Branded CPG website (39 percent)
--  Online community/forum (14 percent)

Product info and savings

According to the survey, when researching grocery products online, consumers seek the following:

--  Information about the product (48 percent)
--  Savings on the product (46 percent)
--  Tips on how to use the product (6 percent)

"These poll results show that there are tremendous opportunities for CPG marketers to reach consumers online, especially through branded e-newsletters," said Jere Doyle, president and CEO of Prospectiv. "General savings and shopping sites as well as branded product sites can also attract consumer interest provided CPG marketers focus on populating these sites with product information, product savings offers and tips on how to use specific products."

CPG Marketers Take Heed

For CPG marketers seeking to build brand awareness among consumers, Prospectiv's survey provides the following insights:

Branded product sites aren't attracting the majority of consumers researching CPG online. Why? According to the survey, consumers:

--  Don't know about the branded product sites (67 percent)
--  Don't find the branded product sites helpful (17 percent)
--  Don't trust the information at the branded product sites (16 percent)

The 14 percent of respondents who said they do conduct most of their research on branded product sites do so because:

--  They find valuable savings, offers and promotions (52 percent)
--  They believe branded sites give the most accurate information (38
--  They find branded sites' e-Newsletters to be valuable and are very
    informative (10 percent)
When asked what would ultimately convince them to sign up for a brand's e-Newsletter, most said they would be persuaded by valuable information and savings offers:

--  76 percent would sign up for information on specials and savings
--  22 percent for valuable information on new product offerings
--  2 percent for information on where to buy specific products

About Prospectiv's Consumer Preference Index (CPI):

Prospectiv has access to millions of consumers through its online Web communities, and, as well as from its broad network of publishers. Prospectiv is able to compile insightful survey data from a diverse panel of consumers on a wide variety of topics relevant to advertisers and marketers. Prospectiv compiles this data using its advanced polling and survey technology across the Web.

About Prospectiv:

Prospectiv is a pioneer in the lead generation industry and provides customer acquisition and email marketing solutions to leading consumer brands. The company specializes in finding, engaging and acquiring consumers interested in leading advertisers' brands and products and converting them to long-term profitable customers. Prospectiv generates more than 50 million pre-qualified leads per year on a pay-for-results basis for clients, including many Fortune 1000 companies such as Procter and Gamble, Wal-Mart, Pfizer, Disney, Nestle and Schering-Plough. Prospectiv operates several Web properties, including, and, and also provides leading publishers with a lead generation platform that creates a significant incremental revenue stream from their Web site traffic. Founded in 1999, Prospectiv is privately held and is based in Woburn, Ma. For more information, please visit

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