Avinash Kaushik - world leader in web business optimisation
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Online Buyer Behaviour Research
An in-depth research programme into online consumer buyer behaviour. Original research in 2004, new research presented in 2007. Brand New World is worth checking as a study of how the Internet is changing buyer-behaviour and loyalty to particular to brand preference.
- Download detailed PPT of online buyer behaviour research
Highlights from Brand New World I:
- Shows importance of online research impacting offline purchase by product category from 69% for cars to 40% for financial services
- Shows information sources ranked by “importance” - search engines 71% and personal recommendations 67% in line with previous research, but also price comparison sites at 56% customer opinion on web site quite high at 47%. People also turn to well known brands and retailers tie at 57%
- Shows role of Internet in causing brand switching: % consumers who bought ‘a different brand from the one you had intended to before you went on the internet’ were 47% for large home appliances, 39% for financial services products. As expertise of using web increases, people become likely to switch - these figures will go up.
Their summary of influence:
- The internet is a vital part of the research process
- The internet is used at every stage of the research process
- The purchase process is more considered and is more convoluted
- Consumers are more informed from a multiplicity of sources; price is not exclusively the primary driver
- Online information and experience (and modified brand opinions) also translates into Offline purchase
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