Russians are more accustomed to combining multiple shopping channels at once: online and offline stores, mobile applications or marketplaces. Thus, a quarter of surveyed consumers currently purchase products in at least one category exclusively online, nearly half (46%) use both online and offline channels to purchase products in the same category, and 29%, on the contrary, make purchases only offline . . This is shown by a study by Aquarelle Research and Yandex Advertising, the results of which were reviewed by socialbites.ca.
Users choose shopping channels based on product category. For example, while people typically only buy groceries offline (42% of respondents do so), they are buying more clothes, appliances, and electronics online. 32% of respondents prefer online stores of manufacturers or retailers. At the same time, some buyers consider such online stores as their only favorite purchasing channel; This is especially typical for buyers of pharmaceuticals and optics (27%), household appliances and electronics (18%) and furniture (15%). On average, 13% of survey respondents purchase products in at least one category from marketplaces alone; In these markets, they are mostly interested in clothing and shoes (68%), as well as household chemicals and hygiene products (58%).
The research showed that before purchasing a product, 63% of respondents searched for information about that product online. For example, they compare prices or choose the most suitable products, as well as choose the brand or the store itself. This behavior is especially typical for buyers of household appliances and electronics (80% are actively looking for information about the products they need), as well as buyers of furniture (71%) and clothing, shoes and accessories (68%). Almost half of those searching for information on the Internet use search engines or geographic services (46%), marketplaces (51%) and review sites (21%). Another 13% visit sites containing videos, 11% read thematic channels in instant messengers, and 10% read articles and collections.
Brand plays an important role in the purchase process: 61% of online shoppers said that purchasing a product from a particular brand is important to them. This tactic is followed by, for example, 69% of food buyers and 67% of home appliance and electronics buyers. Two-thirds (68%) of those considering purchasing new and unknown brands purchased products from a familiar brand.
On average, 45% of buyers used a mobile device at checkout or checkout. For example, 55% of clothing, shoe or accessory buyers and 52% of home appliance buyers do this.
“Users use different sources when searching for information about a product; They can examine the company’s website, marketplaces, social networks and reviews on geospatial services, for example. Often, customers face additional questions when choosing; It’s important for a business to offer consumers the opportunity to ask these questions and communicate directly with the brand. This is one of the components of high service and one of the biggest advantages of having your own online platforms,” commented Dmitry Puzenkov, Head of Performance Products Development at Yandex Advertising.
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