This buyer behaviour research was conducted amongst Comet UK retail customers.

For me, the main standout was that it confirmed the relative unimportance of price-sensitive shoppers who are a relatively small percentage:

"The “Sniffers” (the bargain-hunting shoppers), representing just over 15 per cent of the total polled, use comparison shopping tools and are just looking for the lowest price."

• View summary buyer retail behaviour research or better formatted from Comet

There is a good quote from the Comet marketing manager who explains the reasons and insights driven from this research concerned with how Live Chat and video reviews will be preferred by these difference audiences:

Commenting, Simon Rigby, Head of Direct Channels at Comet, says:

"Our challenge is to meet the needs of the greatest number of shoppers. By undertaking research on a regular basis, we learn more about our customers’ shopping needs and styles. This helps us to deliver all the necessary reassurances, product ranges and services.

In three years, you'll be just as likely to click and watch a product related video of your intended purchase on your computer before you buy - as you are to have an email address today."