This GFK Ropo Vodafone study takes a detailed look into the role of the internet in the decision process for mobile and broadband contracts, using the Media Efficiency Panel in Germany.
Key findings from this study:
- online research process of consumers who sign the contract offline is very similar to consumers who convert online.
- Search engines are among the leading websites within the decision process for telecommunication products.
- Generic search terms dominate the research process for both mobile and broadband contracts.