How Much Does The Internet Influence Our Purchases?
Not all that much if you believe the latest research by the Pew Internet and American Life Project. While the Internet is routinely used when making buying decisions, its influence wanes when compared to offline channels such as friends and sales personnel.
Of the 2,400 adults (which included 1,684 Internet users) surveyed, relatively few say online information had a major impact on the product choice they eventually made. Only 7% of music buyers, 10% of cell phone buyers, and 11% of those who bought or rented a home in the prior year say that online information had a major impact on their decision, and moreover, just about 22% of the music buyers and 12% of cell phone purchasers ultimately bought their product over the Internet.
“The Internet helps people eliminate irrelevant alternatives,” according to John Horrigan, Pew’s associate director. “The Internet may influence the choice modestly but has important consequences in getting better deals and in having a more focused search process along the way.”
Clearly, shopping portals need to emphasise on building trust.
Related reads:
How Important Are Social Features for eCommerce?
Why Do You Shop Online?
KnickerPicker.com – The Shape Of Shopping To Come
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- For Shopping, Asia Pacific Goes Online
- For Women, Internet Is More Important Than Sex?
- Role Of The Internet In The 2008 American Elections
Filed under: Digital culture
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