Video is gold to jewellery and watch sales

Manufacturer and store Web sites have significant influence on jewelry and watch purchases, according to the Fall 2008 Ad-ology Media Influence on Consumer Choice survey.  Nearly half of respondents say manufacturer Web sites have some or significant influence on their jewelry or watch purchase, and 43.4 percent say the same about jeweler or retailer Web sites.

Consumers also cited online video as an influence in their recent purchases, the majority of which are younger male watch buyers. 

“Online video is fast becoming an increasingly popular advertising vehicle, especially for marketers of style products,” said C. Lee Smith, president and CEO of Ad-ology Research. “Many videos found online for watches resemble mini-movies more than commercials. Our study finds that for one in five male jewelry/watch buyers 18 to 24, online video does more than entertain, it impacts what they buy or where they buy it.”

The full report covering “Media Influence on Consumer Choice: Jewelry & Watches” is available through Ad-ology and can be purchased online at http://www.ad-ology.net.