67% of Germans like to discover new products online

Bazaarvoice , a user review and social commerce platform provider, recently conducted a survey of more than 9,000 consumers in Australia, Canada, the United Kingdom, the United States and Germany , including 1,500 German consumers. The survey results show that 67% of Germans prefer to discover new products online rather than in physical stores .

Although many Germans prefer to discover new products online, 58% of Germans prefer to make impulse purchases in stores , while only 31% of Germans make impulse purchases online . 54% of German respondents believe that they can see and feel the products more intuitively in physical stores, which is the primary reason for their impulse purchases. In addition, 40% of people feel that they can take away the products directly in physical stores and there will be sales staff to provide assistance.

The biggest drivers for online shopping are convenience ( 55%) and having more choices ( 46%). In addition, they can also learn more about the product and reviews .

The survey shows that most ( 46%) German citizens prefer to browse products online on their mobile phones , 42% choose laptops and desktop computers, and only 10% choose tablets . However, in terms of purchase rate , computers are slightly better than smartphones (44%) at 45%.

In addition, 74% of Germans will look at ratings and other buyer reviews when discovering a new product ; 64% of people trust other customers' reviews very much and use them to evaluate the quality of an unknown product ; 56% of German shoppers also look for photos and review videos about new products .

More and more Germans are not paying attention to brands. In physical stores, 59% of respondents would buy goods of unknown brands, and only 21% clearly stated that they would not buy goods of unknown brands. When shopping online, nearly half ( 48%) of Germans would also buy unknown brands, while 28% would give up buying unfamiliar brands due to concerns about product quality.

Ed Hill, senior vice president of Bazaarvoice Europe, Middle East and Africa, commented: " More and more consumers are willing to try unknown brands. On the one hand, this means that large companies can no longer rely solely on their brand power . On the other hand, it also means that newcomers have the opportunity to win the favor of customers with a good brand image and excellent products ."

Germany

Consumer Psychology

Online shopping