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BizReport : Ecommerce archives : May 08, 2013

Consumer online research extends beyond big-ticket items

It is well-known that consumers spend time online researching purchases, although this behavior is normally attributed to the consideration of big-ticket items. However, new research shows that consumers are increasingly researching purchases of smaller, everyday items using various tools, although the use of QR Codes remains low.

by Helen Leggatt

Thanks to mobile devices, consumers have better access to more information than ever before. Research from Radius Global Market Research has revealed that this information access is driving more people to research everyday items prior to purchase.

Radius GMR asked consumers about their online research habits, and how they see themselves behaving in the future. Results point to a future increase in the use of online and mobile tools to research small, everyday items such as OTC pharmaceuticals, home care and cosmetic products, as well as more expensive purchases such as televisions and computers.

When considering a number of online research tools, consumers noted one in particular that wasn't valued either now or in the future - QR Codes. Just 12% of consumers currently use the codes to discover more about a product, and the same number considered its use in the future.

"While there continues to be a dramatic increase in the number of consumers who own smartphones that support QR Code technology, use of the technology is not keeping pace," said Jamie Myers, director at Radius GMR. "It's clear from Radius GMR's study that marketers will have to close the current gap between capability and perceived utility if they want consumers to engage with their brands via QR Codes."

Image via Shutterstock

Tags: consumer survey, mobile marketing, online research, product marketing, QR Codes, search marketing

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