Shoppers use Amazon product detail pages and customer reviews to discover, research, and purchase products. While it makes sense that customers consider these product details and reviews important when they choose to buy on Amazon, these tools also help them make decisions when they shop elsewhere online or in physical stores. To provide brands with more insight, we worked with comScore, a global measurement firm that specializes in solutions to help media buyers and sellers plan, transact, and evaluate media across channels, advertising, and consumer behavior. comScore asked a panel of 609 US shoppers who purchased a television over the prior six months how they conducted their TV research, what factors were important to them in the process, and what research channels were most useful. Here’s what comScore found.
comScore asked shoppers how they took their time and conducted their homework. Key survey insights include:
Nearly all consumers who researched products on Amazon viewed more than one brand and read several customer reviews. Shoppers used the detailed product specifications to understand various features and to compare prices. One respondent said they used Amazon in the shopping process because of Amazon’s “unbiased reviews and huge variety of TVs to compare models and features.” Key Amazon shopper research stats include:
62% of shoppers made their final purchases in physical stores. While at the store, nearly two-thirds of TV purchasers used a smartphone to look up features, compare prices, and read customer reviews. Key in-store shopper stats include:
Amazon is an important part of customer’s shopping journey across physical and online retailers, regardless of where the final purchases take place. This is especially true for high-consideration items like TVs. Shoppers take their time, and utilize Amazon for brand and product details and customer reviews, both online when they are starting the process and in store prior to completing a purchase. Brand marketers have the opportunity to repeatedly engage shoppers during each of these stages, and Amazon Advertising has several ways to help them do this.
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Amazon commissioned comScore to design, field, and tabulate results of this study via their online research panel. Panelists were recruited via email, and 609 respondents completed the survey between April 17 and April 20, 2018. Respondents were qualified as US residents aged 18 or older who bought a TV via any channel, offline or online, in the prior six months. comScore research analysts applied weighting factors to the survey data to ensure the sample reflected the US recent TV buyer population on age, gender, and income distributions as reported in comScore’s Plan Metrix. Please visit https://www.comscore.com/ for more details.