According to survey data, 80% of Americans aged 18-34 are influenced by blogs when making purchase decisions. The document introduces a character, Charlie, who wants to buy a digital camera but is unsure which one to purchase. It then notes that 90% of Americans use search engines to research products online before purchasing. The summary suggests that Charlie will use search engines to learn more about digital cameras and that content creators have an opportunity to educate customers like Charlie.

1. #inbound12
80%
of Americans age 18-34
are influenced by blogs
when making purchase
decisions
- Burst Media Survey, 2012

2. #inbound12
meet
charlie.

3. Charlie Wants To Buy A Digital Camera
But he’s not sure which digital camera to buy

4. #inbound12
90%
of Americans go to search
engines when looking for
information prior to buying a
product online.
- eMarketer

5. Charlie Needs to Learn More
And he knows just where to look…

6. #inbound12
White
You Can
Educate
Charlie.

7. 7
Are my customers finding content about
my product online?
Is the content that they’re finding
mine – and is it on my website?