Research has become an integral part of the shopping process, thanks in no small part to the immediacy and breadth of information available on the Internet. More than four in 10 consumers (43%) always do research before buying, according to AMP Agency.
The desire to research prior to purchase varies considerably by product category; nearly two thirds (64%) always research their consumer electronics purchases, while fewer than a third (31%) always research before buying health and beauty aids.
Men are more likely than women to do online product research (including reading reviews) before buying computers and cars; women are more likely to research their clothing and book purchases online, says Lightspeed Research.
Consumers use a variety of resources for researching products, but online reviews — by both experts and consumers — carry the most weight. Five of the top 10 places consumers look for product reviews are online, according to Lightspeed.
Consumers rate their own prior experience with a brand as the strongest influence on their purchasing decisions, but after that online reviews from both consumers and subject experts rank highest, according to AMP. A significant proportion are swayed by input from their friends as well.
Positive online reviews have a stronger influence than negative reviews, and opinions of friends on social networking sites have less influence than personal conversations with friends and family, according to Lightspeed. Nearly half of consumers (47%) use brand or retailer websites for research, according to AMP.
When people go online looking for reviews, they’re most interested in finding general reviews written by other consumers (72%) and cost comparisons (60%), followed by reviews of product features such as durability (42%) and functionality (42%).
Consumers use online resources to help them choose services as well as products; two thirds have researched tours or hotels online, and more than a third have researched financial services companies, insurance providers, and mobile phone service providers, Lightspeed reports.
More than six in 10 shoppers (62%) would be dissuaded from buying a product or service after reading 1-3 negative reviews. Younger consumers are more likely to give products/services a chance; 34% of 18-34-year-olds wouldn’t change their minds about buying until they’d read five or more bad reviews, compared to 27% of 35-54-year-olds and 18% of those age 55+.
Easy access to product information and opinions from both consumers and experts is changing the way people shop. Product research and checking reviews has become part of the shopping process, and it’s creating a decline in spontaneous purchasing, according to AMP.
While consumers are receptive to getting product information on retailers’ and brands’ own websites as well as from independent reviewers and category-specific sites, their research window is limited. The majority (60%) make a buying decision within a few days of beginning their research — 24% the same day. [Consumer Spending/Attitudes, Retail/Service Sector, Online] (See also related story on page 3.)
Sources: “Inside the Buy: 2011 AMPlified Study,” AMP Agency, Allison Marsh, VP Consumer Insights, 77 N. Washington, St., Boston, MA 02114; amplified@ampagency.com; www.ampagency.com. Price: Summary available online; custom reports and additional data available. Contact for pricing information.
“Consumer Reviews and Research Online, March 2011,” Lightspeed Research, Naor Chazan, Marketing Director, Americas, 3 Mountain View Rd., 3rd Fl., Warren, NJ 07059; 908-605-4480; nchazan@lightspeedresearch.com; www.lightspeedresearch.com. Price: Available online at no charge.
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