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Report: Nine-in-10 women research before purchase

BY Dan Berthiaume

San Diego – Nine-in-10 (91%) women conduct online research prior to making a purchase, and 92% are willing to pay more for competing products that receive positive online reviews. A new consumer survey from Interactions, “Retail Perceptions – The Power of Persuasion,” also found that 30% of women use a mobile device to conduct research and 37% of mobile users say they conduct research during their shopping trip.

Only 3% of women who shop online say that social media sites are their preferred source for product reviews, while 60% rely on retailers’ websites when deciding whether or not to purchase a product. The report also shows that 80% are influenced to purchase a product after viewing positive reviews, and 67% say they are less likely to purchase a product they were considering after viewing negative online reviews.

"These numbers speak to the impact that mobile is having on the retail industry,” said Giovanni DeMeo, VP of global marketing and analytics for Interactions. “Consumers want information on their terms and their schedules, which means that both retailers and manufacturers need to adapt, if they haven’t already,"

The primary research for “Retail Perceptions – The Power of Persuasion” was conducted in January 2014 by Interactions with a representative sample of women ages 18-60 across all geographies, income levels and ethnicities within the U.S.

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