Majority of online shoppers seek second opinion

It was found that looking for other users’ opinions – such as consumer reviews – was even more important in Asian countries and in Southern Europe than the rest of the markets explored. 

The study, 2016 Connected Commerce, by digital agency DigitasLBi, surveyed  1,000 people in each of 15 countries, including the UK, Belgium, Denmark, France, Germany, Italy, the Netherlands, Spain and Sweden in Europe. The survey focused on the behaviours of those who had bought online in the previous 30 days. 

It revealed that 35% of consumers worldwide consulted friends and family before buying online ( 37% in the UK). German consumers were most likely to take on board these people’s opinions ( 44%), and Italians the least likely ( 22%). 

The study also explored device usage, the respective advantages of in-store shopping vs. online, and consumers expectations from online purchases.