More Shoppers Trust the Internet Than TV

[Commentary] Shopping is no longer a chore. It's a scavenger hunt where the win is defined as consumers finding deals that feel specially tailored for them or when they feel they've somehow out smarted their fellow shopper. These new dimensions have opened new paths and resulted in more opportunities for marketers to message and connect with their consumers.

When it comes to shopping, "Winning!" is the word of the day, and not just because Charlie Sheen says so. Yahoo and Universal McCann worked together on a three-part study featuring a Comprehensive Online Quantitative Survey of nearly 2,500 people who have purchased or intend to purchase electronics, automobile, personal care, retailers, finance and OTC medicine. In addition, interviews with marketers in each category and 45 tech-savvy consumers across the U.S. were conducted. The study found that with the maturation of the internet as a communication and content platform, usage is universal and has fundamentally shifted how consumers make purchases. Getting a great product at the right price is only one part of the equation to a satisfying buying experience. There's a renewed energy and passion for shopping, and consumers are having fun.