Consumer Study Shows Influence of Online Research Over Purchase Decisions Expanding Beyond Big-Ticket Items
New York, NY (May 6, 2013) – Consumers have long been turning to online research in the form of reviews, blogs, forums, and social media sites as they consider making big-ticket purchases. But a Radius Global Market Research (Radius GMR) study of online media use shows that consumers are increasingly conducting online research as they make smaller everyday purchases.
Radius GMR measured consumers’ stated use of online research when considering purchases both now as well as in the future. While more expensive purchases including televisions (14%) and apparel (14%) continue to show the highest increase in future online research, less expensive items such as OTC pharmaceuticals (11%), daily baby care (11%), home care (10%), and cosmetic (10%) products all showed comparable growth potential.
“Access to information via mobile devices has never been easier, and as a result we’re seeing a major shift in consumer behavior,” says Radius GMR director Jamie Myers. “The findings in Radius GMR’s study emphasize the importance of managing online research channels for all marketers, not just those offering items with larger price tags.”
Future of QR Codes Not As Bright
While consumers remain bullish on the future use of a number of online research tools as they consider purchases, they do not view QR Codes as a valuable piece of the equation now or in the future. When asked about current experiences with QR Code technology, only 12% of consumers indicated use across all product categories. The number of consumers who planned to use QR Codes in the future remained at 12%.
“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,” adds Myers. “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.”
Radius’s study surveyed U.S. households. The firm’s proprietary Know More™ internet panel represents over 3.4 million households, with over 6 million consumers in the U.S. and over 1.5 million consumers in Canada, the U.K. and Europe, Australia and Scandinavia.
About Radius Global Market Research
Radius Global Market Research (www.radius-global.com) is one of the largest independent market research companies based in the U.S. The company provides unique insights, effective processes and unmatched experience resulting in proven return on investment for leading global marketers. The firm is No. 31 on the Honomichl listing of the top 50 U.S. market research organizations. Headquartered in New York, Radius employs more than 100 people in key markets throughout the U.S. and Europe.
###
Contact:
Brad Drew
brad@ad-publicrelations.com
312.994.2452
Tags: