21 January 2008
A new study has found that four in ten (40%) European online shoppers have changed their mind about which brand to buy following research on the web.
The research was carried out by the European Interactive Advertising Association (EIAA) and explores the trends and spending patterns of Europe’s online shoppers. It discovered that Brits are the most likely to be influenced by information on the Internet (49%) while Italians are the least likely to change their mind (27%).
Over half (59%) of online shoppers cite that websites of well known brands are an important source of information when researching or considering a product or service. Search engines are considered more useful (76%) than personal recommendations (72%). 61% find price comparison websites a useful source of information, while 57% look to customer website reviews to help them choose.
Alison Fennah, Executive Director of EIAA comments:
In comparing e-commerce behaviour across Europe, it’s clear that as markets develop in online sophistication, shoppers consume a wider variety of marketing messages which influence their brand purchase decision. In response, marketers must develop ever more effective engagement strategies for their consumers.
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