Online shoppers capitulate to choice on the web
Online shoppers are overwhelmed by the vast selection available on the Internet and therefore limit themselves to just one or two websites that they use. This is the conclusion of a recent British study by «Carat's Consumer Connection System.».
"To make a better decision, most consumers listen to the advice of their friends," explains Dan Hagen from Carat. Over half (55%) of all UK internet users only browse a very small number of sites they are familiar with. Meanwhile, the enormous selection of websites for research and shopping is ignored. The five most visited providers are BBC, Amazon, Google, ITV and eBay.
Recommendations from friends in vogue
Four out of ten online shoppers also say that they feel overwhelmed by the huge range of options on the internet. 26 percent state that they cannot decide what to buy because they have too many different options. Overall, a third find recommendations from friends more trustworthy than advertisements. In addition, 44 percent engage with friends' online content. "This creates interesting opportunities and challenges for brands. Smart content and clever delivery strategies, combined with new partnerships from companies, help advertising agencies to target content to exactly the right audience," concludes Hagen. (pte)
