 |
The numbers were highest for 25- to
34-year-olds (50.8 percent regularly,
42.2 percent occasionally), but even 27
percent of the 65-and-over age group
regularly undertake online research. |
When asked what types of products they research
online before buying in person, more than 15
percent of respondents mentioned electronics,
apparel, appliances, home improvement items,
shoes and medicines/vitamins/supplements.
Where do they start their searches? Often, the
hunt begins somewhere they believe provides
objective information or a variety of different
sources of information.
|
These results tell us a couple of things. First
of all, despite the impression you might get
from a quick glance at the Favorite 50 list, the
people responding to this survey clearly
understand the difference between a search
engine and an online retailer. But the results
also reveal what they do when they conduct
online research. They start by searching for a
product or product category. Having learned
something about it from the manufacturer or a
third party, they may do some price-comparison
shopping and then go to a retailer’s site to
look for it.
|
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This means that if you’re a retailer – and
especially if you’re a retailer selling
electronics, clothes, shoes, appliances or
home-improvement items – a shopper is likely to
know a good deal about what he’s looking for
before he lands on your site.
 |
It isn’t yet entirely clear what this implies
for retailers’ website strategies, but it’s
worthwhile keeping it in mind. Some of a
retailer’s website traffic clearly consists of
people who will later go to its stores seeking
the products they’ve seen on its website. But
some of it is from people who will later go to a
competitor’s store seeking the products they’ve
seen on your site. |
To prevent the latter scenario – or to at least
tip the odds a bit more in their favor – online
retailers are investing in applications they
believe will embellish selling. Some of the more
prominent of these are online reviews, live chat
and the ability for customers to watch video
about how to use a product. Retailers are also
emphasizing various aspects of service, which
offer additional opportunities for
differentiation.
View Related Stories:
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A Different Animal
Who’s Shopping Where
Services Online Shoppers Want
Microsoft Welcome Letter
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