Brands gain ground on the Web

June 2002
Marketing Health Services;Summer2002, Vol. 22 Issue 2, p7
Academic Journal
The article reports on a study conducted by WebSideStory Inc., which finds that most Internet users go directly to Web sites for products and brands they are interested in rather than surfing around the Internet. Web sites with distinguishable brand identities are preferred by consumers on the Internet. Additionally, the use of search engines is in decline in the United States, with over half of survey respondents reportedly using direct navigation and bookmarks to get to desired Web sites.


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