Online shoppers are not taken in by online advertising, and are turning to customer reviews, forums and blogs to help shape their decisions.
New research by More Computers found that 66 per cent of UK online shoppers are most influenced by the opinions of fellow customers.
Features like video reviews have yet to capture the imagination of even the most experienced online shoppers.
Web 2.0 features and online advertising exerted the least influence, at 37 per cent and 36 per cent respectively.
"Customer reviews are very powerful, and video reviews will soon catch up in popularity," said Brian Trevaskiss, operations manager at More Computers.
"Video sites like YouTube are full of product reviews and, when you've seen a good one you're converted. Nothing beats getting your hands on a new gadget, but it's not possible when you're shopping online."
Customer reviews were voted second only to technical specifications, when
respondents were asked about the information they want to see on a shopping
site.
A list of the accessories available for a given product came in third place, and
the popularity of a product came fourth. Video reviews were voted the least
important.
The most important offline influences were the recommendation of a friend, followed by magazine/newspaper editorials, salespersons advice, press advertising and TV advertising.
Online buyers urged to look before they leap 07 Nov 2007
Online shoppers still leaving themselves exposed 22 Nov 2007
All change as consumers turn to non-cash alternatives 20 Nov 2007
Online buyers urged to look before they leap 07 Nov 2007
Google and LinkedIn criticised for not protecting individuals' data 04 Jul 2008Most people who shop online want their data to be more secure 06 Mar 2008
China-based Suntech Holdings thinks demand will still exceed supply 10 Oct 2008
Orders for its wind turbines were up 50 per cent year on year, the company claims 10 Oct 2008
The company's Tower Tube design has been updated with wind energy technology 10 Oct 2008
More news
The entire US financial system may be on the ropes, but according to Richard Seireeni, the recently formed "Salmon Nation" financial network is doing just fine 09 Oct 2008
BusinessGreen.com casts its eye over the simplest means of harnessing some geothermal power 08 Oct 2008 More in-depth
Post your comment
Send an email to the Business Green editor at feedback@businessgreen.com
