42% of Eyeglass, Contact Lens Buyers Research Using Online, Traditional Media Before Purchase

New Ad-ology Study Reveals Media Influence on Optical Purchases
WESTERVILLE, Ohio--(Business Wire)--
Forty-two percent of recent eyeglass and contact lens buyers report influence
from online media, the same percentage as traditional media, revealing the
increasing power of the Internet on purchase decisions, according to the Spring
2009 Ad-ology Media Influence on Consumer Choice survey.

Among 45-54 year olds, 23.5% were influenced by manufacturer Web sites and 13.2%
by search results. In addition to price and quality, the most important factors
to this age group were knowledgeable staff (77.7%), product availability
(71.9%), and store/optometrists` variety/selection (71.7%).

Fashion/style-related Web sites influenced 35% of 18-to-24-year old purchasers
and 30.5% of 25 to 34 year olds. These two groups were also more influenced by
search results or sponsored links than older purchasers, and were more likely to
buy online.

Consumers surveyed were almost equally split in regards to where they prefer to
purchase eyeglasses and contact lenses. Approximately 49% prefer purchasing from
their eye doctor/optometrist`s office, and 46% prefer to buy from an optical
store.

"Although just over five percent of U.S. adults said they prefer to buy online,
that translates to a market of more than 11 million potential customers," said
C. Lee Smith, president and CEO of Ad-ology Research. "Even those buying from
optical stores and opticians are influenced by online information, making store
Web sites and online marketing critical," Smith said.

Other key findings from the survey:

* Approximately 40.8 million Americans adults researched eyeglass styles and
contacts online recently
* 18 to 24 year olds were most influenced by social media, with positive reviews
"significantly" influencing 14%
* Fashion/style-related Web sites influenced 35% of 18-to-24-year old purchasers

* Of traditional media, television, direct mail, newspapers, and yellow pages
had the most influence on U.S. buyers

The Media Influence on Consumer Choice survey is conducted throughout the year
by Ad-ology Research to study online, traditional, and social media influence on
buying decisions.

The 64-page downloadable report, Media Influence on Consumer Choice: Eye Care
and Vision Correction, is available for purchase through Ad-ology.net, and
includes 27 data charts, consumer-spending estimates by market, and additional
marketing insights.

About Ad-ology Research

Ad-ology Research analyzes key marketing and advertising trends in over 400
industries and what motivates end-customers. The company`s research is used by
over 2,000 advertising agencies, media properties and product marketing
departments across the United States. Ad-ology Research is a division of Sales
Development Services (SDS), Inc. - a Westerville, Ohio firm founded in 1989.

Methodology

Ad-ology Research surveyed an online consumer panel of 1,213 adults in a manner
that is 98% representative of the adult population of the United States from
January 5-8, 2009. The margin of error for this survey is +/- 2.2 percentage
points.

Editor`s Note: The Ad-ology trade name should be hyphenated in all printed
references.

Ad-ology Research
Michelle O`Brien, 614-794-0500 ext. 100
pressrelations@ad-ology.net

Copyright Business Wire 2009