Hosting News
80 Percent of Online Shoppers Judge Online Reputation of Retailers before Purchase
2008-12-15
- Consumers now confident about using small online e-tailers - Most
consumers eager to share shopping experiences via web reviews and
recommendations
12/15/2008 - Online reputation matters for the majority of North American
consumers, according to research released today by 1&1 Internet Inc., the
worlds largest web host by known servers. The survey, conducted by MaCorr
Research, of over 1000 North American consumers(1) found that 80 percent of
consumers regularly check the Internet for material about an online retailer, or
e-tailer, before committing to a purchase. It appears that consumer-created
content, such as online reviews or blog posts, has never been so highly valued,
with 9 out of 10 consumers reading online reviews or recommendations on a
specific product before buying it. The research also found that todays
consumers are eager to share their online shopping experiences on the Internet,
with over half (63 percent) of us willing to publish a review online.
In todays economic climate, it is not surprising that shoppers are seeking more
reliable and value-conscious experiences from e-tailers. However, it appears
that the average consumer now takes into account the online image of the online
retailers available to them. The survey shows that 91 percent of online shoppers
admit to searching the Internet for material relating to an e-tailer in order to
judge their online reputation or reputability before clicking Order. In
fact, most consumers (89 percent) intentionally stay away from companies with
negative online reviews and postings. A further two-thirds of consumers
purposely buy elsewhere after reading negative reviews of an e-tailer.
Oliver Mauss, CEO 1&1 Internet Inc., said, Consumers have clearly learned to do
their homework before buying online. It is significant that the average online
shopper will now invest time in appraising a retailers online reputation as an
integral part of their buying decision.
Interestingly, shoppers appear to be just as eager to collaborate and share
their shopping experiences as they are to leverage those of others. The
proliferation of social networking and growth of consumer review and advice
websites, has given consumers greater confidence to share their knowledge. For
example, the survey found that over half of consumers (63 percent) are willing
to publish an online review or opinion of an e-tailer, while only 24 percent
would consider writing a letter to the retailer in question. In 2008, the most
popular method of sharing online shopping experiences remains word-of-mouth with
over three-quarters of consumers regularly sharing online shopping experiences
with friends and family.
1&1s survey also reveals that consumers are confident in opting for the web
during the holiday shopping season. Some 7 out of 10 consumers are confident
that they receive the same standard of service online as they do over the
counter. For consumers the biggest concerns regarding online retail purchases
lies in the security of the Internet transaction. Some 49 percent of online
shoppers are concerned about security, with another 34 percent concerned on the
speed of delivery from these e-tailers.
Mauss added, At a time of online advertising-overload, consumers clearly see
great value in sharing their knowledge. This is perhaps contributing to their
growing confidence to experiment with smaller online retailers. It is impressive
that consumers are as keen to contribute as they are to consume market
intelligence.
1&1 Internet, the worlds largest web host by known servers, provides high
quality web hosting services to online businesses. 1&1 currently holds over 7.8
million customer contracts worldwide and manages over 10 million domain names.
For more information on 1&1 Internet Inc. visit the website at
www.1and1.com
(1) 1,071 North American adults interviewed by MaCorr Research in November 2008
via electronic feedback form
About 1&1 Internet Inc:
1&1 Internet Inc. is a subsidiary of United Internet, a profitable public
company with a market cap of $2 billion. 1&1 was founded in 1988 and hosts more
than 10 million domain names, while more than 55,000 servers run on the
companys five state-of-the-art data centers. 1&1s global community is over 7.8
million customer contracts strong. The companys U.S. headquarters is located in
Chesterbrook, PA. For more information, please contact the company at
www.1and1.com or 1-877-461-2631.
Click here for more information
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