By Kim NowatzkeWhen I finally replaced my nearly 9-year-old trusty PC last month, I bought my first Apple product, an iMac, and I have to say, never been happier. Before taking the plunge though, I researched my purchase on my old pc, my smart phone and on my daughter’s not-quite-as-old-or-as-slow laptop. Regardless of the inconvenience or time it took, I couldn’t commit to such an expensive and important purchase without first conducting research.
I read reviews on Apple vs. Windows-based pcs, the learning curve of switching, along with the advantages and disadvantages of desktops and laptops. I also compared costs at competing stores and searched for coupon codes or special financing deals and the “Best Sale of The Year”– all the while determined to get the best bang for my buck. I looked at the purpose of extended warranties. I even compared Dummies brand self-teaching books for my new expenditure.
Thankfully, I’m not alone.
According to its second Retail Perceptions trend report,
“The Rise of Webrooming: A Changing Consumer Landscape,” “webrooming” or
researching online before buying in-store represents 88
percent of shoppers. In fact, 91
percent of women conduct product research online before making a purchase, even
if they are headed to a traditional brick-and-mortar store.
However, we’re not turning to our friends and family members for their opinions. Or social media, which accounted for 3 percent, despite its explosion of popularity in the past few years.
“Peer influence may not be as big as we thought, at least when it comes to product information and reviews,” the article continued. “It appears that consumers are influenced to a much greater extent by the opinions of unknown shoppers who have purchased similar products versus the opinions of their direct
However, we’re not turning to our friends and family members for their opinions. Or social media, which accounted for 3 percent, despite its explosion of popularity in the past few years.
“Peer influence may not be as big as we thought, at least when it comes to product information and reviews,” the article continued. “It appears that consumers are influenced to a much greater extent by the opinions of unknown shoppers who have purchased similar products versus the opinions of their direct
peer
groups.”
The article stated that 60 percent of women in the study reported turning to retailers’ website themselves for reviews and product information. This was nearly double the number who turned to professional sites with expert reviews. Even for those in the 18-29-year-old groups, the number only climbed to 8.5 percent.
“Consumers are simply smarter today than they were 10 years ago based on the information at hand,” noted Ortiz Industry CEO, Claire Ortiz in the www.agbeat.com’s article, “Top 5 ways consumer shopping habits havechanged since 2003.”
“Because of the research addiction in our culture, consumers are more educated, making it more challenging for brands as promises of being the best are no longer simply believed – shoppers want proof.”
Personally, I think this is a trend that’s here to stay.
But, let me do a bit more online research to be sure and get back to you on that.
The article stated that 60 percent of women in the study reported turning to retailers’ website themselves for reviews and product information. This was nearly double the number who turned to professional sites with expert reviews. Even for those in the 18-29-year-old groups, the number only climbed to 8.5 percent.
“Consumers are simply smarter today than they were 10 years ago based on the information at hand,” noted Ortiz Industry CEO, Claire Ortiz in the www.agbeat.com’s article, “Top 5 ways consumer shopping habits havechanged since 2003.”
“Because of the research addiction in our culture, consumers are more educated, making it more challenging for brands as promises of being the best are no longer simply believed – shoppers want proof.”
Personally, I think this is a trend that’s here to stay.
But, let me do a bit more online research to be sure and get back to you on that.
