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The consumer pays lip service to the web, small traders less

According to the results of a barometer Mappy/BVA dedicated to web-to-store, consumers have increasingly used the Internet before, during but also after the pur

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The consumer pays lip service to the web, small traders less

According to the results of a barometer Mappy/BVA dedicated to web-to-store, consumers have increasingly used the Internet before, during but also after the purchase. Problem: small businesses do not have enough awareness.

The finding may seem obvious, but it deserves to be dug out and detailed. Now, the Internet is becoming more and more in the practices of French consumers.

Published on Tuesday 13 October, the barometer Mappy/BVA* devoted to web-to-store, (a term that refers to check first online before going to buy in an point-of-sale). The study intersects with both the perception of consumers and those of traders and the juxtaposition of the results is interesting.

91% of consumers investigate on the Internet before buying

the First teaching, all consumers, or almost "investigate" on the Internet. And 91% of consumers having made a purchase, including in a small business, have conducted research online prior. The most consulted is the price, since 84% of buyers are searching for this information.

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Second item, the smartphone is an essential tool : 75% of respondents stated being connected at their passing in a trade. That this is to photograph the product to get the opinion of a close friend (55% of the respondents) or for seeking further information (51%), the phone is emerging as a critical tool, allowing the consumer to reassure himself and to mark his purchase. And the process does not stop with the purchase. 47% of people surveyed admit to using the internet via their smartphone to "validate" the product of the a posteriori. 33% of respondents say that they will leave a notice on the object or on the merchant. The place of online reviews in the course of purchase is in any way central. 73% of consumers say they take into account and take them seriously

small traders are skeptical the e-commerce

Yet, the small traders do not seem to have really taken the measure of the weight of these opinions as only 53% of the professionals interviewed in this study are aware of it. Worse, the six traders interviewed out of 10 have not been put in place management system notice online. the reading of this study also proves that the local shops didn't all take the measurement of e-commerce : 63% of them do not consider it as an opportunity for their economic activity. But 30% of the professionals want to increase their visibility online.

Overall, if 60% of small merchants have a website, and 45% manage a page Facebook, they are considering these tools as ways to give information about their products and services. In contrast, only 42% use it to highlight promotions or sell directly.

*Study conducted among 1593 consumers and 505 merchants between 26 August and 7 September.

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Concerning the Click & Collect (to book a object online and pick it up in-store), it is gaining ground among consumers who are 45% have already used but are 85% to consider it. On the other hand, this one concerns rather than the big brands at the moment. However, local shop owners say 90% that they are considering it. In what form and in what time frame? The study does not say that.

*Study conducted among 1593 consumers and 505 merchants between 26 August and 7 September.

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