Majority of US Cellphone Sales are Influenced by Shop Assistant Recommendations

A new study by the Pew Internet & American Life Project finds that online shops helps Americans sort through product choices, but it is not the only method they use to assess products and not a place where people often close the deal. The internet is a valuable research tool for online shoppers and at times provides information that is critically important in purchase decisions. Yet, more often than not, purchases are consummated offline and post-purchase online commentary is only a small part of a typical shopper's activities.

The study tracks the decision-making processes for three types of purchases: buying music, purchasing a cell phone, and buying or renting a home. It finds that online Americans use different search and purchase strategies for these different goods.

Additionally, the internet is generally not the source people are most likely to use in the pre-purchase information gathering for these three products.

The report found that 59% of shoppers ask an expert of salesperson for advice and 46% go to one or more cell phone stores before making a purchase.

Even though many buyers use the internet in product research, relatively few say online information had a major impact on the product choice they eventually made. Only 7% of music buyers, 10% of cell phone buyers, and 11% of those who bought or rented a home in the prior year say that online information had a major impact on their decision.

Among online Americans who use the internet for product research, online resources make shopping more efficient by helping them explore options and compare features. And while sizable numbers say it helps them get better deals, few execute the purchase online.

Among cell phone buyers who used the internet for product research:

• 48% said it changed the model or brand of the cell phone they bought.
• 43% said online information led them to get a phone with more features than they otherwise would have.
• 41% said online information helped them spend less on their phone.

Posted to the site on 19th May 2008