How Brands Connect With Interests-Driven Consumers, June 2014 [CHART]

Consumers are increasingly going online to seek information on their passions and interests, and these consumers are far more likely to choose brands that engage them on their interests than they are to select those that only urge them to buy their advertised product, according to a recent study [PDF] from Google, TNS and Ogilvy. The study calls this the “Path to Purpose,” and looks at the brand attributes that interests-driven consumers consider important when selecting a brand, via a survey of roughly 2,500 recent purchasers of products in 3 categories – auto vehicles, beauty products and smartphones. Read the rest at MarketingCharts.