According to the ZMOT (How to win shoppers at the Zero Moment of Truth) handbook the average shopper views 10.4 different sources of information before they dig deep into their pockets.
“People who come into our retail stores are knowledgeable about our products and the company through the website,” (source Pacific Business News).
Oh have times have changed, from when word of mouth reviews and paper advertisements swayed the consuming minds of society.
Online reviews, Twitter marketing strategies, blog posts, Facebook, websites, apps, YouTube advertisements, and many more ways are allowing brands and companies reach their consumers quickly, cost effectively, more persuasively and thoroughly.
Of course this is the main reason why print advertisement sales have gone down affecting revenue and therefore jobs in print etc however:
“Brands are investing in journalist talent to ensure that they are moving in the right direction” according to Smartblog on Social Media – so good news for us journalists out there!
Since 2008 the world has been money conscious, more than ever. Lucky for them, the internet age we live in and will live in until the day the earth dies or it collapses (scary thought) we have the ability to compare and contrast anything, and I mean anything, we want to buy online and then we can go ahead and buy it.
This is also affecting shop sales, as more and more people shop online – is it that we are lazy or is it we click on ads at the side of the page and can easily decide what we want from the help of other online shoppers? We will never know the real answer but what we do know is that the way we consume and make purchases has changed forever because of internet and technology advancements.
So it turns out we trust others review and opinions of a product – even if we do not know them. I found this when shopping for a new camera online. I went to many electrical websites such as http://reviews.cnet.com/ and http://www.wired.com/reviews/ to find the best product for my money. I found one, and laid it aside online to be picked up in the store – this saved me a whopping $90!
Visual.l has a fantastic summary of online shopping statistics.