Survey: Peers, not prices, persuade online shoppers

British consumers may be going online to bag a bargain, but when it comes to making a purchase over a third of respondents (36%) to Avail Intelligence's Trust Index survey rated recommendations and reviews as the most useful feature of an e-commerce site.

"Despite the credit crunch, UK consumers appear more concerned with the experiences and suggestions of other web-based shoppers than finding the best deal online," said Pontus Kristiansson, CEO and founder at Avail Intelligence.

"Whilst the Internet is viewed as the best place for a bargain, it's clear that recommendations and reviews from other users have an important part to play when persuading shoppers to buy," he added.

Price matching was something that 25% said they looked for most in an Internet shopping site. More nascent e-commerce technologies, such as 3D imaging and video, are yet to catch on but Kristiansson believes this will change as they become more widely adopted by retailers.

American online shoppers are similarly swayed by their peers. Recent research from Opinion Research Corporation found that 84% of consumers said browsing reviews influenced their decision on whether or not to purchase a product or service.

Tags: Avail Intelligence, e-commerce, online shopping, Opinion Research Corporation, peers, price, recommendations, reviews