Below is an excerpt from a Greg Sterling post. The numbers surrounding what influences consumer behaviour are quite relevant for Judy's Book.
Consumers said that they were most motivated to begin an online search after viewing advertisements in magazines (47.2%), newspapers (42.3%), on TV (42.8%) and from reading articles (43.7%). Women were more likely than men to be motivated by coupons (41.8% vs. 29.0%) and in-store promotions (29.0% vs. 24.5%) while men were more driven to start an online search based on a face-to-face conversation (36.1% vs. 29.5%).
After searching, online consumers said they are most likely to communicate with others about their search through face-to-face discussion (68.9%), though email (53.1%), telephone (50.9%), and cell phone (30%) communication were also popular choices. Young adults 18-24 are also taking advantage of an influx of new media, communicating about service, products and brands by instant messaging (37.5%), text messaging (23.7%) and through online communities like MySpace and Facebook (20.6%).
