How Price Shapes the Consumer’s Path to Purchase [INFOGRAPHIC]
October 17, 2014
Shoppers looking for big-ticket items behave differently than smaller spenders. This infographic shares insights into both ends of the spectrum to help marketers reach their target audiences.
Consumers shopping for expensive items ($1,000 and up) do plenty of online research before buying, while those thinking about small purchases ($10 and less) rely on brands they know and trust. That’s one of the valuable findings in this Adweek infographic based on a SapientNitro study of the purchase habits of spenders big and small. These insights can help marketers fine-tune their campaigns to better engage the spenders they desire most:
Shoppers for items over $1,000:
- 19% bought online in the last two months
- 39% said third-party reviews influenced them most
- 49% bought electronics online; 21% purchased travel
- 54% researched online before buying; 74% of them visited multiple sites
Shoppers for items under $10:
- 46.2% purchased online in last two days
- 35% said knowing and trusting the brand was their biggest influence
- 22% bought entertainment online; 16% bought electronics
- 27% researched online before buying; 9% of them were looking for coupons
