Kantar Media’s Online Shopper Intelligence report highlights that specialist electronics retailers are failing to convert browsers to buyers as 52% of shoppers buy from mass merchants like amazon.co.uk
LONDON, 26 January 2012 – Kantar Media Compete’s latest Online Shopper Intelligence report shows that 56% of UK shoppers buying electronics goods online are spending a significant amount of time researching their purchases on the websites of specialist electronics retailers such as currys.co.uk, comet.co.uk and pcworld.co.uk. However, only 14% of those shoppers make their final purchase on these sites. More than half, 52%, of shoppers purchase their electronics goods from mass merchants like Amazon.co.uk. Department stores get 8% of online purchases and auction sites 18%.
With more than three quarters of shoppers (83%) conducting online product research before they purchase electronics goods, the most important sources of information are specialist retailers’ websites (56%), followed by search engines (43%), price comparison websites (21%), consumer reviews (19%) and friends, family members or colleagues outside of a social network site (12%). Consumers also spend more time browsing the websites of electronic retailers and consumer review sites to learn more about the products before they purchase.
“Consumers browse electronics retailers’ sites and consumer reviews to compare brands and products, but free delivery and price impact where they make their purchase,” commented John Thekanady, UK Client Services Director, Kantar Media Compete. “Specialist retailers are doing a great job on delivering the most extensive product ranges and detailed information, but it’s clear this isn’t enough. With growing pressure to increase sales, they need to look at the entire consumer journey to determine where and why consumers leave before checkout, and overhaul their overall online strategies to improve conversion rates.”
Forty five percent of shoppers claim to compare prices at various online retailers before making the purchase and 51% of shoppers received free delivery on their purchases. A third (37%) of shoppers read online consumer reviews.
The research also showed that 87% of men purchase electronics goods for themselves whereas 29% of women make the purchase for another family member. While men prefer to do their research on review sites such as which.co.uk, women tend to use a wider range of sources and sites they are more familiar with, like ciao.co.uk, that include electronics reviews alongside sections on beauty and fashion.
“This research also underscores the importance of monitoring the clickstream patterns of different consumer segments, and recognising their differing motivations, to identify the best way to convert them into buyers. Mass merchants could perhaps drive sales further by including external information sources such as expert reviews and social media on their product pages, while a focus on price and service may help specialist retailers increase their market share,” commented Thekanady.
The full report can be downloaded from: www.kantarmedia.compete.com.
NOTES TO EDITORS
Kantar Media Compete conducts quarterly research into the online shopping habits of the UK population. This research covers the period from October to December 2011. The results were derived from Kantar Media Compete behavioural data and its Online Shopper Intelligence report of 1500 respondents to provide a snapshot of UK online shoppers, their behaviours and motivations. More information on Kantar Media Compete can be found at www.kantarmedia.compete.com.
About Kantar Media
Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers’ reactions in earned media. Kantar Media provides clients with a broad range of insights from audience research, competitive intelligence, vital consumer behavior and digital insights, to marketing effectiveness and online influence. Its experts currently work with 22,000 companies tracking 3 million brands in 50 countries. Kantar Media is a unit of Kantar, the consumer insight arm of WPP, the world’s largest communications services group. www.Kantarmedia.com
For further information and to receive the full report please contact:
Marketing Manager, UK
Kantar Media Compete
+44 (0)20 7656 5442
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+44 (0)1420 564346
+44 (0)7990 520390
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