Articles

10.2.2011 US consumers look online

Consumers in the US are engaging in an increasingly diverse range of online activities on the path to purchase, a study has revealed. Marketing firm the AMP Agency surveyed a nationally representative sampleof 865 adults, from the 25-49 year old demographic. Its analysis covered the baby products, electronics, food and beverage, health and beauty and fashion sectors. The report found 3% of participants described themselves as being loyal to a brand and always bought the same item, meaning 97% would consider alternative choices if given a reason to do so. Elsewhere, 43% of interviewees typically conducted some kind of research before making acquisitions, peaking at 64% for electronics. A majority of panellists obtained further information when buying for babies, but totals slipped to 31% regarding areas such as cosmetics, and 25% relating to apparel, food and drinks. Brand websites were the most popular destination, on 47%, ahead of a retailer's ecommerce platforms' 46%, user-review portals' 40%, social media services' 38% and blogs' 18%.

Customer reviews are seen as boasting primary importance when assessing product performance, logging 72%, while 42% of netizens expressed an interest in expert opinions about durability and functionality. However, only 22% of respondents aimed to gain an understanding of the quality of goods, compared with 50% attempting to discover the best deal.  Overall, 94% of contributors agreed the research they had undertaken ultimately exerted a favourable influence on decisions, and 36% bought a specific item.

B.L. 10.2.2011