Skip to main content

Peer-Group Influence Drives Online Retail

According to Nielsen Online, 81 percent of online shoppers have read product or retailer reviews by other customers when doing their holiday shopping this year. Customer reviews are an important research tool for online consumers, with 71 percent agreeing that reviews influence their purchase.

When evaluating this customer feedback, 63 percent of online shoppers indicated that it was important to have multiple reviews for each product; 14 percent looked for reviews from an established source; and just three percent sought out reviews by people they knew personally.

These results are from a Nielsen Online holiday survey intended to understand the mindset of the U.S. online shopper. The online survey was fielded from December 8 -15 among approximately 1,000 online shoppers in the U.S. who did their shopping online last year and/or planned to do so this year.

"Consumer reviews are a must-have for online retailers, especially during the holiday season when shoppers are buying for others in categories they're less familiar with," said Ken Cassar, vice president, industry insights, Nielsen Online. "Perhaps more than any other time of year, consumers are looking for outside feedback for guidance."

Nearly one-fourth, 24 percent, of online shoppers have spent more than $500 so far this holiday season, with 22 percent spending between $100-199 online. The 24/7 shopping convenience of the Web was the reason cited most frequently by respondents (78 percent) for shopping online.

More than half of respondents, 55 percent, indicated that they logged onto the Web site of a local brick and mortar retailer before visiting the physical store. The primary reason for going online first was comparing prices between retailers, followed by checking if an item was in stock and looking for sales in stores.

The most popular reason to shop at a particular online retailer was having made a purchase there in the past, with 62 percent of respondents. Search engines were the second most popular way to find an online retailer, followed by offline catalogs, with 38 and 31 percent of respondents, respectively.

Popular posts from this blog

Global Rise of Domestic Payment Ecosystems

Alternative Payment Methods (APMs) – comprising digital wallets, instant payments, and QR payment systems – are experiencing explosive growth that's reshaping the global financial services marketplace. According to the latest worldwide market study by ABI Research , the combined global transaction value for APMs is projected to reach $142 trillion by 2030. What's particularly fascinating is the underlying driver behind this trend: a growing desire for financial sovereignty, with nations developing domestic payment ecosystems rather than remaining dependent on international financial networks. Payment Ecosystem Market Development In 2024, approximately 45 percent of the global population used digital wallets – a remarkable adoption rate for a technology that barely existed a decade ago. China leads this transition, with 95 percent of its population using WeChat's payment functionality. WeChat exemplifies the "super app" phenomenon, where payment capabilities are in...