Media Influence on Consumer Choice: Eye Care & Vision Correction : Market Research Report

Media Influence on Consumer Choice: Eye Care & Vision Correction

Published by: Ad-ology

Published: Apr. 8, 2009 - 64 Pages

I. Executive Summary
II. Survey Findings
III. Consumer Spending
IV. Methodology+Definitions
TABLE OF FIGURES: 1. Percentage of U.S. Adults That Have Researched Topics Related to Eye Care Recently; 2. Percentage of U.S. Adults That Wear or Live With Someone Who Wears Prescription Eyeglasses or Contact; Lenses; 3. Demographic Analysis of U.S. Adults That Have Purchased Prescription Eyeglasses or Contact Lenses; Recently; 4. Preference of Purchase Location (U.S. Prescription Eyeglass or Contact Lens Wearers 18+); 5. Demographic Analysis of U.S. Prescription Eyeglass or Contact Lens Wearers (18+) That Prefer To Purchase; Online; 6. Factors that are Most Important in Purchase or Location of Purchase of Prescription Eyeglasses or Contact; Lenses (U.S. Adults 18+); 7. Factors that are Most Important in Purchase of Prescription Eyeglasses or Contact Lenses by Age; 8. Factors that are Most Important in Purchase of Prescription Eyeglasses or Contact Lenses by Gender; 9. Factors that are Most Important in Purchase of Prescription Eyeglasses or Contact Lenses by Race; 10. Factors that are Most Important in Purchase of Prescription Eyeglasses or Contact Lenses by U.S. Region; 11. Demographic Analysis of U.S. Prescription Eyeglass or Contact Lens Wearers Who Consider Price More; Important than Quality; 12. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Online Media; 13. U.S. Prescription Eyeglass or Contact Lens Wearers (18+) Somewhat or Significantly Influenced by; Information/Advertising from Online Media; 14. Demographic Analysis of U.S. Prescription Eyeglass or Contact Lens Wearers Influenced by Website Content; or Advertising; 15. Demographic Analysis of U.S. Prescription Eyeglass or Contact Lens Wearers Influenced by Other Online; Media; 16. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Social Media; 17. U.S. Prescription Eyeglass or Contact Lens Wearers (18+) Somewhat or Significantly Influenced by; Information/Advertising from Social Media; 18. Demographic Analysis of U.S. Prescription Eyeglass or Contact Lens Wearers Influenced by Social Media; 19. Demographic Analysis of U.S. Prescription Eyeglass or Contact Lens Wearers Influenced by Social Media; 20. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Traditional Media; 21. U.S. Prescription Eyeglass or Contact Lens Wearers (18+) Somewhat or Significantly Influenced by; Information/Advertising from Traditional Media; 22. Demographic Analysis of U.S. Prescription Eyeglass or Contact Lens Wearers Influenced by Traditional Media; 23. Percentage of U.S. Prescription Eyeglass or Contact Lens Wearers (18+) who consider Sports Marketing; Somewhat or Very Important; 24. Demographic Analysis of Prescription Eyeglass or Contact Lens Wearers who consider Sports Marketing; Somewhat or Very Important; 25. Percentage of U.S. Prescription Eyeglass or Contact Lens Wearers (18+) who consider Cause Marketing; Somewhat or Very Important; 26. Demographic Analysis of Prescription Eyeglass or Contact Lens Wearers who consider Cause Marketing; Somewhat or Very Important; 27. Additional Findings on LASIK Surgery
CONSUMER SPENDING FIGURES: 1. 2007 U.S. TV Market Comparison of Consumer Spending on Eye care services (Estimated Total per Market); 2. 2007 U.S. TV Market Comparison of Consumer Spending on Eye care services (Estimated Average Per; Household per Market); 3. 2007 U.S. Consumer Spending on Eye care services by Life Stage Cluster; 4. 2007 U.S. TV Market Comparison of Consumer Spending on Eyeglasses and contact lenses (Estimated; Total per Market); 5. 2007 U.S. TV Market Comparison of Consumer Spending on Eyeglasses and contact lenses (Estimated; Average Per Household per Market); 6. 2007 U.S. Consumer Spending on Eyeglasses and contact lenses by Life Stage Cluster

Abstract

The U.S. eye care industry appears to be holding steady, with prescription lens sales up slightly for 2008 versus 2007. As with most categories, the Internet plays a prominent role in eye care and vision correction with approximately 40.8 million Americans adults researched eyeglass styles and contacts online recently. Another nine percent of consumers researched a specific optical store.

This report breaks down online influence by various demographic classifications, including the lucrative older consumer who is still influenced by traditional media types and younger groups who are influenced by online and social media and are more likely to research and purchase online.

The report includes extensive detail on the level of influence 22 different types of online and traditional media had on pharmacy choice and reveals how many people have initiated a conversation with their doctor about a specific brand of medication, broken down by demographic. Online media covered: Email, Fashion Web sites, Health Web sites, Local Web sites, Manufacturer Web sites, News Web sites, Online Yellow Pages, Search Results, Online Video. Social media types covered: Blogs, Forums, Negative Comments, Positive Comments, Product Reviews, Social Networks. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, Television, Yellow Pages.

Many factors play a role in how consumers choose and buy vision correction products and the report examines the importance of factors like price, product quality, product quality, and a knowledgeable staff.

The report also offers insights on how receptive consumers are to buying these products online instead of in a store.

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2/15/2012 - 32

Media Influence on Consumer Choice: Eye Care & Vision Correction

Table of Contents

Abstract