New [x+1] Research Gives Credit Card, Auto Insurance Marketers a Window into Consumer Purchase Beha

May 26, 2011 - PRLog -- NEW YORK, N.Y., May 26, 2011 – Online targeting platform leader [x+1], www.xplusone.com, today announced a new research initiative designed to help marketers in select industries reach consumers more effectively as they move through the purchase funnel. Preliminary results show online to be the preferred channel for consumers in the market for auto insurance and credit cards.

The research will enable [x+1] to provide its clients with insights to better align their messaging with purchase behavior as consumers progress through the decision funnel stages of awareness, intent, consideration and conversion.  The research is expected to address a gap in available syndicated resources for marketers.  

The initial focus will be credit cards and auto insurance, capitalizing on [x+1]’s client expertise in both industries and will be based on a rolling survey of 200 U.S. consumers conducted biweekly.  

The research will help clients refine their customer acquisition strategies by:

•   Understanding “in market” behavior by sizing the number of consumers “actively looking” and those “open to attractive offers.”

•   Market segmentation insights into how communication messaging resonates at different points in the purchase decision process.

•   An examination of brand perception and its impact on online purchase behavior.

“To keep their competitive edge, marketers need a constant flow of information that can help them gain a deeper view into what types of products and services consumers are looking for, how they’re looking for them and why,” said Leon Zemel, Chief Analytics Officer for [x+1]. “This new proprietary research from [x+1] provides insights that will help our clients ‘check the pulse’ of consumers’ purchase behavior and what they respond to. The snapshots of intent, consideration and attitudes these results provide will help marketers looking to improve their online strategies anticipate and meet consumer needs while also fueling greater sales results.”

According to initial research results from [x+1], one-third of respondents who were considering auto insurance said they visited a comparison website, while 40% said they went directly to the company website. Of those in market for auto insurance, 43% said they used an online search engine. This validates consumers’ active use of the Internet channel as a research tool for auto insurance.  

For the credit card industry, the results were even more compelling. Fifty-nine percent of respondents who were in market for a card said they would sign up for one at the offering institution’s website, compared to 17% who said they would do it by direct mail, 12% via a bank branch and 11% by telephone. This finding validates the power of the online channel in this vertical.

Other significant findings from the initial survey will be shared with [x+1] clients.

For more information on [x+1], visit www.xplusone.com; follow us on twitter @xplusone.

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[x+1] maximizes marketing the ROI of websites and digital media with its patented predictive targeting technology. It optimizes engagement rates and lift conversion in media and on websites, delivering the right ad to the right person at the right time.