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Trade: Consumers with 1,501-2,500 euro incomes most influenced by quality and warranty of online products and services
60% of consumers with incomes between 1,501 and 2,500 euro are influenced the most by the quality and warranty of online products and services, followed by 33% of consumers with incomes up to 500 euro, according to the study “Purchase behaviour in digital consumer age.”
At the opposite pole 2% of buyers with incomes over 2,500 euro declare they are less influenced by these aspects.
“54% of consumers with incomes of 1,500- 2,500 euro are much influenced by the rating received by the product or service they want to purchase, while 13% of consumers with incomes between 0-500 euro declare very little influenced by this aspect,” according to the study made by Valoria.
Advertisements on websites are the most efficient for consumers with incomes of 501-1,000 euro (63%) and for those with incomes of over 2,500 euro (58%), while ads on social networks are efficient for consumers with incomes up to 500 euro (60%), followed by those with incomes between 1,001-1,500 euro (53%).
The application interface and website design count for more than 53% of respondents with incomes of 0-500 euro. Communication on social media channels is very important for 38% of consumers with incomes of 501-1,000 euro, while online product and service personalisation influence the purchase decision of 41% of online consumers with incomes over 2,500 euro.
Besides price, brand and image there are factors that influence the purchase decision of 17% of people with incomes of over 2,500 euro and 17% of those with incomes between 501 and 1,000 euro. On the other hand, technical characteristics influence the purchase decision of 22% of consumers with incomes of 501-1000 euro and 19% of those with incomes of 1,001- 1,500 euro.
In the last 12 months, most consumers with incomes over 2,500 euro (74%) bought online clothes and footwear, 90% of those with incomes of 1501-2500 euro bought electronic and household appliances, 31% of those with incomes of 1001-1500 euro bought insurance products, while 10% of those with incomes of 501-1,000 euro bought medical services.