A recent study by the Internet and Mobile Association of India (IAMAI) has found that word of mouth works best in online shopping with as high as 93 per cent respondents recommending online shopping to their near and dear ones.
The study also clearly establishes the dominance of P2P reference in the online shopping space with 31 per cent respondents finding the shopping sites through word-of-mouth and 18 per cent shopping online through word of mouth endorsement.
However, 56 per cent and 54 per cent respondents respectively said that they found a shopping portal through search engine and online advertising respectively.
Commenting on the findings of the report, Dr Subho Ray, President, IAMAI said, “Referrals given by online shoppers work because they come from a trusted source since the messenger, the consumer, is more credible and trusted than the advertiser or marketer.”
On the frequency of purchase, the survey found that 67 per cent of online shoppers have shopped online as recently as three months. 53 per cent of online shoppers have shopped online more than five times, 27 per cent of online shoppers have shopped online more than 10 times.
When asked about top reasons for buying online, 70 per cent of online shoppers like ‘Home delivery’ about online shopping, 62 per cent like ‘Time saving’, 60 per cent of online shoppers like the ‘24x7’ factor, 45 per cent like the ‘Ease of use’ and 39 per cent of online shoppers like ‘Product comparisons’.
38 per cent of online shoppers find online promotions important; 53 per cent believe that it is very important to clearly state product availability, 60 per cent state that variety of offering is very important; 61 per cent of online shoppers prefer clarity in delivery schedules and 46 per cent of online shoppers consider shipping fees a very important attribute in their online shopping experience.
About the best features of an online shopping site, 62 per cent of online shoppers believe that ‘close up product images’ are important, while 52 per cent believe that ‘consumer reviews’ are important.
Most of the products that get recommended are electronic gadgets (54 per cent) and consumer electronics (45 per cent) while among the least recommended goods are sporting goods (7 per cent) and toys (9 per cent).
The study was conducted by Cross Tab Marketing Services among 1,240 respondents who shop online.