Sixty-six percent of consumers surveyed in an e-commerce report say that they research products online half the time or more — even if they are shopping in a catalog or in a store.
The report, “The Content Dilemma — Consumer Insights and Merchant Execution,” was written by Lauren Freedman, president of the e-tailing group and extracted from findings from the research, “The e-tailing group/ARS eCommerce Online Content Impact Survey.”
Sixty-four percent of those surveyed said they would be unable to complete the purchase of clothing and accessories without detailed product information. Fifty-two percent said the same thing regarding purchases of computer hardware and software, and 49 percent said this is true when they shop for consumer electronics.
More than three-quarters — 76 percent — said that online content is “always, most often or some of the time” insufficient for completion of research or for completing an online purchase.
Fifty-two percent of shoppers surveyed said that, when they are purchasing online, they spend six minutes or more on the product page divided up like this: reading text/product copy (43 percent); viewing product images (31 percent); and using tools (26 percent). Tools include product comparisons, consumer reviews and e-mailing a friend.
The bottom line seems to be that shoppers pay attention to product information, so a word to wise retailers is to make it sing.
Retail Strategies will bring you more from this report tomorrow.