Study: Packaged Goods Sites Over-Deliver, Over-Spend

While consumer packaged goods manufacturers generally meet consumers’ needs with their brand Web sites, a new study indicates they are also generally over-delivering — and over-spending — on features that consumers care little about. For example, while 38 percent of manufacturers’ Web sites offer games and activities, only 12 percent of online consumers surveyed said they want such offerings.

Conducted by Information Resources Inc., a Chicago-based research group serving the consumer packaged goods industry, the study found, however, that companies are not meeting consumers’ desire for promotional offers from their Web sites.