Online Shopper Intelligence Study Released
Written by Debra MillerArbesman (contact - e-mail) -- February 22nd, 2010 | Share - Save - E-mailThe Compete Online Shopper Intelligence study provides powerful insight into the complete online shopping experience. For more consumers insights, please contact Matt Pace at mpace@compete.com or Debra Miller at dmiller@compete.com for more information.
From instant price comparisons, to first hand consumer reviews, to video demonstrations, shoppers have a plethora of information about any product only a click away. And indeed, consumers are taking advantage of this wealth of information. For instance, every month, over 80 million consumers use shopping comparison sites; some sites, like Cnet, Bizrate, and Yahoo! Shopping each attract over 20 million shoppers. In fact, only 6% of consumers surveyed as part of the Online Shopper Intelligence™ study indicated that they conducted no research prior to their last online purchase. So, among the myriads of online resources available, which do shoppers use most often?
Overwhelmingly, consumers depend on one resource more than others to help them shop online—search engines. 3 out of 5 shoppers said that they always or often use search engines when shopping online. More consumers use search engines than they do coupon sites, retailer emails, consumer reviews, or shopping comparison sites.
More interesting than what sources consumers use in general is the variability of use across industry. For instance, sales assistants, both in store and on web chat, are utilized by online shoe shoppers more than any other shoppers. Online kitchenware & household appliance purchasers are among the most reliant on in store product displays. The differences in consumer behavior across various industries have vast implications for retailers within each sector.
Take the apparel industry for example. Apparel shoppers are the least likely to use search engines. Only 1 out of 10 apparel shoppers stated that they used a search engine for their last online purchase. Instead, apparel shoppers rely on retailer emails and catalogs to learn about products. That means consumers are more likely to purchase from apparel retailers they have purchased from in the past and are less likely to discover new retailers. Retailers looking to acquire new customers have to work harder to find and woo consumers.
Electronic shoppers, on the other hand, actively seek out new products and manufactures. Search engines, professional reviews, social generated reviews, and recommendations from family and friends were among the top 5 resources used. Electronic manufactures can, therefore, reach and influence these consumers more easily and though a variety of mediums.
It is essential for retailers to understand how consumers in their space shop online in order to effectively retain and acquire customers. Instead of trying to utilize all available outlets, retailers should understand their particular customer niche and develop strategies unique to them. In an environment with tight consumer wallets and even tighter marketing budgets, retailers can’t afford to invest their money in resources their customers don’t use.
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February 24th, 2010 at 8:19 pm
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February 25th, 2010 at 11:42 am
Great reading! Count me among the many who has become a fan of online shopping in the last year or so thanks to its ease of use and convenience. Friends of mine suggested I add the Wishlist shopping application from Sortprice.com about 4 months ago and I’ve been hooked ever since!
February 25th, 2010 at 12:11 pm
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February 26th, 2010 at 9:11 am
Compete – Online Shopper Intelligence Study…
Compete – Online Shopper Intelligence Study Released……
February 26th, 2010 at 11:33 am
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March 8th, 2010 at 5:32 pm
[...] the most-utilized tools for online shoppers, second only to major search engines, according to Compete.com’s Online Shopper Intelligence Study released last month, Approximately 35% of U.S. online users surveyed said they visited coupon sites [...]
March 10th, 2010 at 4:09 am
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March 12th, 2010 at 3:06 pm
[...] is taking an increasing share of attention in the decision making process of consumers. The first study was conducted by Compete.com and is entitled Online Shopper Intelligence. The second study is from [...]
March 15th, 2010 at 1:41 pm
[...] ratings, we can be sure we’re getting the best value for every one of our shopping dollars. The Compete Online Shopper Intelligence study showed that 94% of online shoppers did research before their [...]
March 16th, 2010 at 4:02 am
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March 24th, 2010 at 4:30 pm
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March 25th, 2010 at 3:12 am
[...] before making a purchasing decision and 61 percent of them prefer to do it on retailer website [ source ] . This leaves an immense scope on part of retailers to leverage high spending online audience as [...]
March 30th, 2010 at 12:26 am
so thanks to its ease of use and convenience. Friends of mine suggested I add the Wishlist shopping application from Sortprice.com about 4 months ago and I’ve been hooked ever since!
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March 30th, 2010 at 12:43 pm
[...] in her car and heading down to the store and bending the salesperson’s ear, she will go online first and read product reviews. She might not even get into her car, deciding to buy it right then [...]
March 31st, 2010 at 1:04 am
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April 17th, 2010 at 9:19 am
Crash Tests of Small Cars 2009 They Earn Good Ratings in Frontal Tests, But Many Models Need Better Side and Rear Crash Protection Most new small cars now earn good ratings in frontal crash tests, but not when it comes to side and rear crashes. The Insurance Institute for Highway Safety recently completed front, side, and rear tests of seven 2009 model small cars: Chevrolet HHR, Chrysler PT Cruiser, Ford Focus, Hyundai Elantra, Saturn Astra, Suzuki SX4, and Toyota Matrix and its twin Pontiac Vibe. All earn the highest rating of good for occupant protection in frontal crashes. Only the Matrix and SX4 also earn good ratings for protection in side crashes. Among seat/head restraints evaluated, only those in the Focus earn a good rating for protection in rear impacts. The Institute also tested the Mini Cooper, a minicar that earns good ratings for front and rear crashworthiness – but not for side protection.
May 16th, 2010 at 3:09 am
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June 15th, 2010 at 10:56 am
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July 1st, 2010 at 2:16 pm
Crash Tests of Small Cars 2009 They Earn Good Ratings in Frontal Tests, But Many Models Need Better Side and Rear Crash Protection Most new small cars now earn good ratings in frontal crash
July 28th, 2010 at 12:45 pm
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August 14th, 2010 at 4:24 am
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