Eccomplished Research Summaries

Eccomplished
Research Highlights
Graphical summaries of the key ndings of research into the buying habits of over 2,000 online consumers.
TwiBer: @eccomplished hBp://eccomplished.com
Purchase Inuencers and Site Persuaders (all retail categories)
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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.
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.
Purchase Inuencers
Ranked in order of frequency
Site Persuaders
Ranked in order of frequency
Which of the following have you done to help you make a purchase?
What has persuaded you to make a purchase from [type of site]?
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
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
54% 31% 23% 18% 15% 14% 14% 11% 9% 7% 6% 5% 2% 7%
2.2
chosen on average
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.
Read the blog post: http://bit.ly/w5lNkE
Purchase Inuencers: Online recommendation now more important than traditional w-o-m?
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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%)
54% 31% 23% 18% 15% 14% 14% 11% 9% 7% 6% 5% 2% 7%
Which, if any, of the following would you be likely to do after you have made an online purchase?
39%
35%
38%
10% 1%
COMPLETE AN ONLINE RATING OR REVIEW MAKE RECOMMEN DATION TO FRIENDS/FAMILY LIKE OR FOLLOW THE PRODUCT OR 2% BRAND ON A SOCIAL NETWORK OTHER, PLEASE TELL US NONE OF THE ABOVE
7% 7%
Read the blog post: http://bit.ly/w5lNkE
Purchase Inuencers: Social media failing to meet its potential?
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54% 31% 23% 18% 15% 14% 14% 11% 9% 7% 6% 5% 2% 7%
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.
Which, if any, of the following would you be likely to do after you have made an online purchase?
39%
35%
38%
10% 1%
COMPLETE AN ONLINE RATING OR REVIEW MAKE RECOMMEN DATION TO FRIENDS/FAMILY LIKE OR FOLLOW THE PRODUCT OR 2% BRAND ON A SOCIAL NETWORK OTHER, PLEASE TELL US NONE OF THE ABOVE
7%
Read the blog post: http://bit.ly/xwxopR
Purchase Inuencers: 'Normal' hygiene factors prevail online
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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%).
LOWEST PRICE
60%
PRODUCT IN STOCK
39%
CONVENIENT DELIVERY
37% 28% 22%
PROMOTIONS
RATINGS & REVIEWS
FAMILY/FRIEND RECOMMENDATION
8% 4% 1%
COMPANY RECOMMENDATION
SOCIAL MEDIA RECOMMENDATION
RECOMMENDATION ELSEWHERE
0% 8%
ANYTHING ELSE
Read the blog post: http://bit.ly/z0sOvV
The high street has some catching up to do
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From which type of site do you most often purchase [category]?
57%
22% 9% 8% 3%
MARKETPLACE 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%
COUPON SITE
PRODUCT IN SHOP
15%
SALESPERSON IN SHOP
5%
SALESPERSON OVER PHONE
2%
Read the blog post: http://bit.ly/wPQBYl
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Purchase Inuencers and Site Persuaders (all retail categories)

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

54% 31% 23% 18% 15% 14% 14% 11% 9% 7% 6% 5% 2% 7%

54% 31% 23% 18% 15% 14% 14% 11% 9% 7% 6% 5% 2% 7%

Read the blog post: http://bit.ly/w5lNkE

54% 31% 23% 18% 15% 14% 14% 11% 9% 7% 6% 5% 2% 7%

Read the blog post: http://bit.ly/w5lNkE

Purchase Inuencers: Social media failing to meet its potential?

54% 31% 23% 18% 15% 14% 14% 11% 9% 7% 6% 5% 2% 7%

Read the blog post: http://bit.ly/xwxopR

Purchase Inuencers: 'Normal' hygiene factors prevail online

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

37% 28% 22%

RATINGS & REVIEWS

SOCIAL MEDIA RECOMMENDATION

Read the blog post: http://bit.ly/z0sOvV

The high street has some catching up to do

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

SALESPERSON OVER PHONE

Read the blog post: http://bit.ly/wPQBYl

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