Top Influence on Online Purchase Decisions? Deals and Discounts


RetailMeNotIpsos-Purchase-Influences-When-Shopping-Online-Aug2013Reviews matter when it comes to online purchase decisions, but not as much as deals, according to a survey conducted by Ipsos. 56% of US respondents said that deals, discounts or sales on the product they’re purchasing influences their decision, while 51% counted reviews, ratings or opinions of customers who have already bought the product as an influence on their purchase decision.

Not far behind, 45% of US respondents said that the trustworthiness of the retailer plays a part in their decision-making process. Fewer pointed to factors such as speed and convenience of delivery for the product (29%), reviews, ratings or opinions of professional journalists or industry experts that have used the product (26%), and comments, reviews and opinions from peers on social media (22%).

It’s interesting to see customer reviews showing up as far more influential than professional reviews, as Weber Shandwick found the same result when looking at consumer electronics purchases.

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By: Dr. Augustine Fou Monday, August 26th, 2013 news

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Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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