TMCnet News
Consumers Turn to Internet Search to Research VoIP Products and ServicesYahoo! Survey Finds Two Thirds of Respondents View Internet Search as an “Indispensable Research Tool” Burbank, Calif., January 18, 2006 – Yahoo! Inc., a leading global Internet company, today announced key findings from a new survey commissioned by the National American Testing Organization exploring the role Internet Search plays in the research process for consumers seeking VoIP (Voice Over Internet Protocol) calling solutions. The survey, conducted in August of 2005 using a nationally representative sample of US adults with high-speed connections at home, found Internet Search to be the most trusted, essential information resource for consumers researching VoIP calling services. Key findings of the study include: + The Internet and Search play leading roles in the consumer research process for VoIP services. Close to 90% of the people surveyed used the Internet to obtain more information about VoIP services. Of those users, 67% turned to Internet Search as their primary tool for research followed by internet provider or phone company Web sites at 49%. + Search is the most relevant and trusted resource for conducting research. Nearly 80% of those who used Internet Search to research said it is the best source for obtaining information regarding VoIP services and 66% said they “couldn’t make a good decision without it”. The vast majority of VoIP researchers (70%) will use Internet Search the next time they research VoIP services. + Search is highly valuable throughout the entire buying cycle. Although Internet Search is prevalent in all stages of the buying cycle, it is strongest as a research and comparison tool where consumers are looking to learn about the technology, discover VoIP brands and as a critical tool in determining differentiation between competitors. However, 48% of those who used search to research said they did so to learn how to sign-up and start using VoIP. + A multi-channel approach is best for driving maximum awareness. The results of the survey showed traditional media (31%) and the Internet (28%) as the two primary sources used to drive initial awareness of VoIP technology, products and services. Television spots (14%), banner ads (14%) and newspaper/magazine ads (10%) held the top three spots. “As VoIP continues to gain popularity, consumers are increasingly looking to the Internet to try and better understand what VoIP is, who offers it and where they can sign up,“ said David Rubinstein, telecommunications category director, Yahoo! Search Marketing. “Search offers VoIP marketers an easy way to reach consumers throughout all of the stages of the buying cycle.” About Yahoo! Yahoo! Inc. is the No. 1 Internet brand globally and the most trafficked Internet destination. Headquartered in Sunnyvale, Calif., Yahoo!’s mission is to provide online products and services essential to consumers’ lives and offer a full range of marketing solutions to enable businesses to connect with Yahoo!’s hundreds of millions of users worldwide. |