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The mobile is already the essential tool to search and compare products

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The mobile is already the essential tool to search and compare products

In the online buying process, researching the products is an essential step, perhaps more than in the traditional purchase, where contact with the product itself can favor more impulsive actions. The truth is that, in general, when buying in online stores, consumers like to look for the characteristics of the product, compare prices, and read reviews. But when does the search process happen? According to data from comScore, especially on the day we make our own purchase, which makes a lot of sense (after all, if we end up buying, it is because we first look for the product). What they did to determine it was to analyze the percentage of search activity on their own platform, and list of cell phone companies in canada it with the purchase data. And 24% of the searches were carried out on the same day of purchase, above the rest of the days (both before and after). Also the week before the purchase there was a high search activity (21% of the searches for products were made in this period), while between the 8-30 days before the purchase, there was 16% of searches. The week after the purchase would be lower (with 13%), and the 8-30 days after (12%).

 

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A month before and a month after the purchase, the percentage of searches would be reduced considerably, which shows that the search activity starts early for the most forward-looking, and lasts in time, but only up to a certain point. In any case, it is clear that for most people, decision-making occurs in a single day (it is searched and purchased within a few hours of each other). The mobile, basic tool for searching for products When it comes to consulting products online, before buying, the smartphone plays a key role. And it is that this device that accompanies us 24 hours a day is today the favorite of many consumers to compare and find out about the articles, either in small micro-moments (fragmented search) taking advantage of the hours in front of the television (the famous multiscreen phenomenon ) or in any other situation. Curiously, when making the purchase, only 7% of consumers would choose to make a purchase via mobile compared to other devices such as tablets or Betting Email List , according to a studyby YouGov and Ampersand. The reasons for this have to do with the characteristics of mobile websites, in many cases poorly adapted and with uncomfortable miniforms, but also with the habits of using the smartphone itself, more given to interruptions, which make many prefer to complete the purchase later, at home, and from another device. In any case, more and more people use their mobile to investigate and make purchases, and the profile of the buyer who mainly uses the smartphone may not be as we usually imagine. The robot profile would be that of a woman (although the distribution is 53’4 / 46’6) between 30 and 44 years old. Interestingly, there are more buyers mobile eminently among people of this age group than among younger (18-29 years) as revealed a recent study of Y & R. Monographic course on Internet Law at CEF.- Center for Financial Studies
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Tags ecommerce marketing search mobile purchase

 

 

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