Eccomplished 2012 Research Highlights

Eccomplished Research Highlights Graphical summaries of the key findings of research into the buying habits of over 2,000 online consumers.

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54%

31%

23%

18%

15%

14%

14%

11%

9%

7%

6%

5%

2%

7%

VISITED A MARKETPLACE WEBSITE

READ PRODUCT REVIEWS ONLINE

FRIENDS/FAMILY

READ COMMENTS ON AN ONLINE ARTICLE

LOOKED AT PRODUCT IN SHOP

VISITED COMPARISON WEBSITE

READ AN ARTICLE ONLINE

VIEWED A VIDEO OF THE PRODUCT

TRIED PRODUCT IN A SHOP

SEARCHED ONLINE USING A MOBILE

TAKEN ADVICE FROM SOCIAL MEDIA

SALES PERSON IN A SHOP

SALES PERSON OVER THE PHONE

ANYTHING ELSE

Purchase Influencers and Site Persuaders (all retail categories)

Through this research, key Purchase Influencers have been established across a wide variety of retail categories – those factors which influence the decision to buy. Also, reasons for making a purchase from type of site most frequently purchased from (Site Persuaders) have also been identified. These charts show the overall scores across categories.

Which of the following have you done to help you make a purchase?

Purchase InfluencersRanked in order of frequency

2.2 chosen on

average

What has persuaded you to make a purchase from [type of site]?

Site PersuadersRanked in order of frequency

54%

31%

23%

18%

15%

14%

14%

11%

9%

7%

6%

5%

2%

7%

LOWEST PRICE

PRODUCT WAS IN STOCK

CONVENIENT DELIVERY

ATTRACTIVE PROMOTIONS

RATINGS AND REVIEWS

FAMILY/ FRIEND RECOMMEDATION

RECOMMENDED BY TRUSTED COMPANY

SOCIAL NETWORK RECOMMENDATION

RECOMMENDED FROM SOMEWHERE ELSE

ANYTHING ELSE

2.1 chosen on

average

Base: Online purchasers (unweighted sample 1,912)Source: Data collection by SSI. Nationally Representative survey of 2000 UK adults. Fieldwork period: 4th-6th January 2012.

On average, our online purchasers cited 2.2 Purchase Influencers and 2.1 Site Persuaders, although this varied by category (see Customer Journey section) as did the relative importance of individual Influencers and Persuaders.

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54%

31%

23%

18%

15%

14%

14%

11%

9%

7%

6%

5%

2%

7%



FRIENDS/FAMILY











ANYTHING ELSE

39%35%

10%

2%

7%

COMPLETE AN ONLINE RATING OR REVIEW

Which, if any, of the following would you be likely to do after you have made an online purchase?

MAKE RECOMMEN-DATION TO FRIENDS/FAMILY

“LIKE” OR “FOLLOW” THE PRODUCT OR BRAND ON A SOCIAL NETWORK

OTHER, PLEASE TELL US

NONE OF THE ABOVE

38%

1%

Purchase Influencers: Online recommendation now more important than traditional w-o-m?


7%

Base: Online purchasers (unweighted sample 1,912) Source: Data collection by SSI. Nationally Representative survey of 2000 UK adults. Fieldwork period: 4th-6th January 2012.

Looking first at Purchase Influencers, overall, just under a quarter (23%) of online purchasers claimed they talked to friends and family in order to help them make a purchase, yet significantly more – nearly a third (31%) – cited having read product reviews or endorsements online. So the opinion of a stranger would appear to be more useful than that of a friend or family member when making an online purchase.

And the importance of peer-to-peer word of mouth is compounded further by more shoppers citing having read comments on an online article (18%) than reading an article itself (14%) to help them make a purchase decision. And providing further evidence of the power of ratings and reviews, four in ten (39%) of our shoppers claimed they would be likely to complete an online rating or review after making an online purchase, which is more than would make a recommendation to friends/family (35%)

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54%

31%

23%

18%

15%

14%

14%

11%

9%

7%

6%

5%

2%

7%



FRIENDS/FAMILY











ANYTHING ELSE

Purchase Influencers: Social media failing to meet its potential?


39%35%

10%

2%

7%

COMPLETE AN ONLINE RATING OR REVIEW


Which, if any, of the following would you be likely to do after you have made an online purchase?

MAKE RECOMMEN-DATION TO FRIENDS/FAMILY

“LIKE” OR “FOLLOW” THE PRODUCT OR BRAND ON A SOCIAL NETWORK

OTHER, PLEASE TELL US

NONE OF THE ABOVE

Social media sites such as Facebook would seem to be the ideal place to solicit recommendation on products and services. However, the survey revealed that just 6% of shoppers took advice from friends and family on social media sites, compared to the 31% who read product reviews and endorsements and the 18% who read comments on online articles. True, social is more important to the younger generation – the 6% rises to 11% for 18-34s – but this is still way down on the apparent importance of recommendation from trusted strangers. Social also fails to persuade to buy, with just 1% of our shoppers claiming a recommendation through a social network persuaded them to buy (see Appendix, Q4). And having completed a purchase, just 10% of our shoppers claimed they would be likely to 'like' or 'follow' the product or brand on a social network.

38%

1%

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60%LOWEST PRICE

PRODUCT IN STOCK

CONVENIENT DELIVERY

PROMOTIONS

RATINGS & REVIEWS

FAMILY/FRIEND RECOMMENDATION

COMPANY RECOMMENDATION

SOCIAL MEDIA RECOMMENDATION

RECOMMENDATION ELSEWHERE

ANYTHING ELSE

Purchase Influencers: 'Normal' hygiene factors prevail online

What has persuaded you to make a purchase from [type of site]?


Explanations for the dominance of marketplaces like Amazon might be their familiarity, trust and recommendation engines. However, when our shoppers were asked what persuaded them to purchase from a particular place, they were much more likely to claim price (60%), promotion (28%), having products in stock (39%) and convenient delivery options (37%).

Beyond these hygiene factors, excellent ratings and reviews of the product was next most important at persuading to buy (22%), much more so than recommendation – be that from friends/family (8%), a trusted company (4%) or social network (1%).

39%

37%

28%

22%

8%

4%

1%

0%

8%

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15%PRODUCT IN SHOP

SALESPERSON IN SHOP

SALESPERSON OVER PHONE

The high street has some catching up to do


MARKETPLACE


From which type of site do you most often purchase [category]?

HIGH ST SITE PRODUCT OWNER AUCTION SITE COMPARISON

High street retailers accounted for 22% of the online purchases among those shoppers surveyed. A good score when compared to brand owners sites (9%) and auctions (8%). However, marketplaces such as Amazon are far and away the most common place to conduct online purchases, accounting for 57%, more than double that of the high street. The high street is stronger for fashion and shoe purchase but has some way to go in other areas such as books and entertainment. It is safe to assume the majority of online purchases start and end online, but for some of our shoppers (15%), looking at the product in a shop helped them to make a purchase, particularly true for electronics, heath/beauty and toys. However, here again the High Street lets itself down in terms of service, with just 5% of shoppers claiming to have talked to a salesperson in a shop, and 2% talking to a salesperson over the phone.

1%3%

5%

2%

COUPON SITE

8%9%

22%

57%

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Eccomplished 2012 Research Highlights

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