Razorfish surveyed 1,000 US internet users about how internet technologies and services affect the way they engage with brands and make purchasing decisions.
Almost 65% of those surveyed said they made their first purchase from a brand because of a digital experience — either with a website, microsite, mobile coupon or email.
According to this year's , many consumers are engaging with brands online to receive exclusive promotions or discounts. Of those who follow a brand on , 44% said that access to good deals was the main reason.
A sizeable 65% of consumers surveyed said that a digital experience, either positive or negative, changed their opinion of a brand. Within that group, almost all (97%) indicated their experience influenced whether or not they eventually purchased that brand.
The study also found that people who actively engage with a brand digitally — from participating in a contest to downloading a mobile application — are substantially more inclined to purchase and recommend that brand to others.
Garrick Schmitt, Razorfish vice president of experience planning and Feed editor, said: "The 'connected consumer' is hungry for engaging online brand experiences. Conventional wisdom says consumers don't want brands encroaching on their social space, but according to our findings, this simply isn't true.
"Consumers are actively engaging with brands online, whether that's 'friending' them on Facebook or writing a review on Yelp, and these experiences are shaping their perceptions — and loyalty — to those brands.
"In today's digital world, the experience is the message. And these experiences are driving the bottom line."
Feed is Razorfish's annual consumer behaviour report that charts how consumers are adopting new internet technologies and digital services. This year Razorfish focused its efforts on understanding how digital is changing the way consumers interact with brands.
The survey group was made up of consumers that had broadband access and spent a specified amount of time and money online.