Almost 70 per cent of consumers who use the web to shop spend at least 30 per cent of their online time researching products, new research has revealed.
The study, conducted by Krillion and the e-tailing group highlighted that regular online shoppers are searching the internet for useful assessments such as consumer reviews in order to make informed choices.
Here is an important aspect of changing consumer behaviour. It is no longer possible for a marketer to claim “toothpaste X is the greatest” as the online world is filled with people who will swiftly assess the claim and publish damning comments across global blogging communities if it turns out not to be correct.
This is good – we are all consumers and the vast quantity of information available has created a generation of savvy and super-informed shoppers.
However, in this world of information and opinion-sharing, it can sometimes be hard for firms to make their voices heard above or even alongside avid and critical bloggers.
If a criticism has been made, it must be addressed, meaning businesses need to ensure their replies are visible to the online audience.
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