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Before buying online or in store Italians search the web for information about the desired product: the majority consults Amazon (77%), many Google (66%) and other eBay (45%). This is what emerges from a research conducted by Find an independent Italian agency specializing in search marketing, in collaboration with Duepuntozero Doxa .
Of the respondents who reported using Amazon or Google, 50% use both and most of them (55%) visit Google first then Amazon.
"Italians are now looking for information online not only before a major purchase – explains Marco Loguercio founder and CEO of Find – but also for small everyday products, from toothbrushes to red to lips to make two simple examples, and today, in addition to prices, we are mainly looking for comments and comments on the number of products they have already purchased and used.And it is here that Amazon manages to be even more effective than Google. "For many products, search engine pages may overload the user with redundant or conflicting data, while Amazon in its product listings offers a good summary. Key Information : Prices, Features, Images and »
According to Find's research, the Electronic Commerce Platform is considered a reference tool for all the stages of purchase . For 91% of Italians surveyed it is useful (for 43% it is very useful) in the initial time of product search, for 87% in the evaluation and for 93% when it comes to make the purchase. For the youngest, the Amazon is less useful especially in the initial phase of research and evaluation of the product.
Most Italians (more than 60% of women and 70% of men) have done research on Amazon before a purchase in the last 6 months, he then made the purchase on another site e-commerce or in the store. This figure confirms that Amazon is increasingly becoming the search engine .
What Italians are looking for on Amazon
On Amazon the information that users find most relevant are – in order – the prices, reviews and technical details of the product, while those who pay less for Attention are available sizes, tips on use and information on after-sales service. For over 55, the price is higher, while for the segment of users between 35 and 44, the critics.
The most sought after products on the ecommerce platform are those related to consumer electronics. TV, pc, sound boxes, printers etc. followed by household appliances and telephony (smartphones, landlines and related accessories). In fourth place is the category "gift ideas". 50% of people surveyed trust Amazon when they are looking for an item to offer because they offer suggestions for buying, delivery in no time for "last minute" gifts, as well as the Amazon option that can be spent on purchases of all kinds
It is primarily up to men (71%) to see Amazon as a reference for the "lollipop". consumer electronics while for women it is home appliances (55%) and gift ideas (61%) are the main motivations to use Amazon. The over 45s are the most interested in consumer electronics, while the 55-64 year old are mainly looking for home appliances. The youngest will look for (and often buy) on Amazon new smartphones and related accessories. Consumer electronics is also the category that, at the end of a search, ends up being purchased more frequently.
More than half of Italians, with a slight prevalence of men and in the 18-44 age group, use their smartphone – often or at least occasionally – to search for information about the tested product in a store. It is for this reason that Amazon, as well as other players, have developed over the years special applications that, from the picture of a product, offer availability, price , alternatives.
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