Wednesday 17 January 2018

Word of mouth is still the best tool for selling - study

Personal recommendations and having seen a product in-store are by far the most important drivers for online shopping, a Pulse report by media agency Carat shows.

Word of mouth count most for 92pc of consumers, while wanting to see how a product actually looks in a store is a priority for 88pc of consumers.

Media channels perform well in influencing online shopping choices, with TV topping the chart at 67pc.

While computers remain the most popular devices for online shopping, the gap between desktops and laptops and smart devices like tablets and phones is narrowing.

Shopping with the help of tablets and smartphones is up 29pc since last year.

Desktop and laptop shopping remains largely static. Women lead the way on smart devices, especially shopping using a tablet, with a 10pc lead on their male counterparts.

Carat's insight and strategy director Dael Wood, (right) says the figures have "a massive impact" for brands. Retailers now need to have e-commerce enabled mobile platforms.

Some interesting patterns emerge when looking at what people bought by device in the last six months. On average, only one item was bought through a smart device, while two purchases were made using a desktop and nearly four using a laptop.

Holidays feature strongly for computers, while clothes and shoes top the list for purchases made using a tablet or smart phone the report also shows.

Michael Cullen is editor of marketing.ie; cullen@marketing.ie

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