Shoppers now prefer to do their window shopping online | WARC | The Feed

Shoppers now prefer to do their window shopping online

Today’s consumers are not only doing more shopping online, they’re also more likely to prefer browsing products online, new research shows.

But in-store browsing is still more likely to lead to an impulse purchase, for Brits at least – 64% said they were more likely to buy on the spur of the moment in-store, compared to 51% online.

The details

• Six in ten (61%) shoppers globally said they were more likely to browse more online compared to in-store; a majority found the process easier (64%) and more enjoyable (54%).
• Smartphones are the device of choice when browsing (52%), far ahead of laptops (23%) and desktops (11%).
• Brands’ images on a website are most likely to lead to a purchase of new products for over a third of consumers (35%), compared to internet searches on sites like Google (29%).
• Price is the most powerful persuader to purchase, cited by 71% of shoppers as most important factor. But 44% said ratings and reviews were the biggest influence on discovering and purchasing new products.

Soundbite

“Brands and retailers have upped their online experiences to make the process of shopping online not only easy and convenient, but also enjoyable. However, at the point of discovery, online shoppers stumbling upon a great product are more likely to simply research the item, rather than purchase it spontaneously” – Ed Hill, SVP EMEA at Bazaarvoice.

The research

The survey from Bazaarvoice looked at the shopping habits of 9,000 consumers globally and found the lure of online for shoppers was all about convenience, ease and greater product choice.

Sourced from Bazaarvoice