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BizReport : Ecommerce archives : July 05, 2010

Nielsen: Internet's impact of shopping unparalleled

It may seem as if the Internet has changed everything about the world we live in, but some areas have seen more impact than others. Communication, for one, but according to a new report from NielsenWire the area most impacted by the Internet is commerce. Shopping, in other words.

by Kristina Knight

nielsen.jpgRather than searching town to town for a product and being unable to find it, consumers can now log on to the Internet, conduct a search and obtain several resources where a purchase can be made. From ease of shopping to product information and reviews, consumers have taken to the Internet to make more informed purchasing decisions.

How big is the change?

While most consumers still prefer to receive product reviews from trusted friends and family members, nearly 60% take into consideration the reviews found online, with most looking for automotive or software being of particular importance. 40% of consumers said they 'would not purchase' electronics without first looking at online reviews.

Perhaps the biggest change, however, is consumers' willingness to share information. The good, the bad and the ugly. Today's online shoppers are not only buying products online, they are Tweeting, Facebooking and messaging about their purchases. Nearly 60% of consumers said they would report on a product whether positive or negative; 41% reported a greater likelihood of posting a review if the product, service or experience was negative.

According to Experian/Hitwise data the top three retail hubs remain Amazon (15% of online visits), Walmart (5.7% of visits) and Target (4% of visits)

More than 27,000 online shoppers around the globe were polled for the study.

Tags: ecommerce, Experian Hitwise, Nielsen, online shopping, product ratings, product reviews, shopping behavior

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