Is online shopping better than offline

As a current study by Bazaarvoice shows, German consumers prefer to be inspired on the Internet - almost half of those surveyed mainly use their smartphones for this. However, the majority of those surveyed tend to make spontaneous purchases in the store.

How do Germans prefer to shop? A current study by Bazaarvoice, a provider of product review and user-generated content solutions, shows that German consumers prefer to look for products online rather than in stores. Two thirds of the respondents state that they come across new things more often online than offline.

Convenience and a larger selection are impressive when shopping online

The biggest drivers of online shopping are convenience (55 percent) and greater choice (46 percent). There is also the option of researching further information on products and reviews. Almost three quarters of Germans (74 percent) look at ratings and reviews from other buyers when they discover a new product. 64 percent of them think it is likely or very likely that they will trust the reviews of other customers to assess the quality of an unfamiliar product.

Almost half (46 percent) of those surveyed prefer to use the mobile phone to search for products on the Internet. Computers (laptops and desktops) follow in second place with 42 percent and tablets come third with 10 percent. In terms of sales, computers have a slight lead of 45 percent over smartphones (44 percent).

Spontaneous purchases often take place in the store

Interesting: Germans seem to be more inclined to make spontaneous purchases in stores (58 percent) than to spontaneous online shopping (31 percent). The respondents cited the opportunity to see and feel a product directly as the most important reason for shopping locally (54 percent). She also convinces that the goods can be taken away directly (40 percent). 40 percent also appreciate the advice given when choosing a product.

The survey also shows that loyalty to brands is waning: 59 percent of the survey participants would buy items from an unknown brand when buying offline, while only 21 percent would rule this out. When shopping online, almost half (48 percent) would also buy unknown brands, while 28 percent would rule this out. In both cases, concerns about quality are the number one reason shoppers shy away from unknown brands.

"Consumers are becoming more open to unknown brands"

"The last year was an enormous turning point for the retail sector and has also led many consumers on new paths. Brands and retailers have improved their online presence in order to make the user experience as simple and pleasant as possible. What they do not, however, in the digital Being able to transfer space is the physical interaction customers have with a product, "says Ed Hill, SVP, EMEA. "We are also seeing that consumers are becoming more open to unknown brands. On the one hand, this means that big names can no longer rely on their reputation alone. On the other hand, it also means a change for newcomers, with a good brand presence and convincing content win."

The survey was conducted in Australia, Canada, the United Kingdom, the United States and Germany among a total of more than 9,000 consumers (1,500 in Germany).