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We always knew that a picture is worth a thousand words, so it comes as no surprise to us that the results of a Greenfield Online research study demonstrates the critical role image quality plays in closing online deals. The research, conducted in December of 2001 was commissioned by Truespectra Inc. The study was conducted to expose online purchasing behavior and determine the level of influence images and technology have regarding purchase decisions. The study was also designed to measure the extent to which detailed visual content on the Web can help companies direct commerce to other sales channels. Here are some very unsurprising results:
Primary Results: Image Quality Significantly Influences Customer Purchasing Behavior
Of those who responded:
Conversely, companies who provide customers with poor quality images and/or slow image load-times risk the loss of a significant number of potential sales:
In spite of the recent economic debacle, regular Internet users--defined as men and women between the ages of 25 and 55, connecting from both work and home--remain an affluent demographic and are still active buyers:
More information about TNS Intersearch is available on its Web site: www.intersearch.tnsofres.com.