Comportamento do consumidor

Cá estava eu, lendo uma dissertação sobre o comportamento do consumidor nas compras pela Internet (aqui, para download), e por coincidência, andei atualizando também as leituras de newsletters..... (quanta leitura para um único dia !)

Ao final das leituras, algumas informações e dados relevantes para acompanhar a mudança do perfil do consumidor nas compras pela web.

Destaco alguns dos trechos das minhas leituras a seguir.

In January, Borrell Associates forecast a mere $20 million in online advertising by political candidates this year—less than one-half of 1% of the $4.8 billion the firm expects to be spent across all media in the 2008 campaign season. One key assumption Borrell made is that the 55-and-older demographic is the hardest to reach on the Internet.
Indeed, 72% of citizens ages 55 and older voted in the 2004 presidential election, according to the US Census Bureau. A Burst Media study found that people over age 55 spent more time online per day than did adults ages 45 to 54, and about the same amount as adults ages 35 to 44.

Borrell assumed that half of the political online spending, $10 million, would go to paid search ads—a good way to reach at least 85% of online seniors ages 61 to 75, according to the most recent Deloitte report, "The State of the Media Democracy, Second Edition." This age group is also less likely to go online as a result of seeing a TV ad and much less likely to take action based on ads on other Web sites. Word-of-mouth recommendations carry the most weight with people ages 61 to 75.

Para ler o artigo na íntegra, e ver alguns links complementares, clique aqui.

O assunto principal deste artigo, a mudança no comportamento on-line de pessoas mais velhas, não chega a ser uma novidade.
Outro artigo (na íntegra aqui) trata da questão específica do comportamento de COMPRA e como ele é influenciado pela web:

Although adult consumers in the US use the Internet to research and discover new products, it is usually not the key factor in final purchasing decisions, according to the Pew Internet & American Life Project's newly released "The Internet and Consumer Choice" study.
Pew surveyed consumers about how they discovered various products. Of respondents who bought music in the prior year, 83% found out about music from the radio, TV or in a movie. Nearly two-thirds followed the advice of friends, family members or co-workers. More than one-half said they went to band Web sites or streamed song samples.However, when it came to actually choosing what to buy, only 12% of music purchasers surveyed said that online information had a major impact on their decision.

"The Internet is a tactical tool for shoppers who use it in product research, and usually not a game-changer in people's purchasing decisions," said John B. Horrigan, associate director at Pew, in a statement. "Its impacts show up in efficiencies in the search process. Even for a digital product such as music, people more often than not buy in stores, not online."

Pew also surveyed US adult Internet users about how online information affected decision making for mobile phone and real estate purchases. The Internet had a greater impact on those decisions, at rates of 27% and 23%, respectively. About three-quarters of respondents who purchased mobile phones or real estate in the past year said the Internet had at most a minor impact on their purchasing decisions.

Just because online information does not affect most consumers' buying decisions does not mean they are not interested in that information. More than nine out of 10 online shoppers surveyed who eventually purchased in brick-and-mortar stores used the Internet to research their purchases, according to STORES Magazine's "Favorite 50" study, sponsored by Microsoft and conducted in October 2007 by BIGresearch.

Ainda assim, o crescimento astronômico observado anteriormente no comércio eletrônico parece começar a dar sinais de desgate - uma situação absolutamente previsível, aliás, haja vista que há alguns anos a taxa de crescimento tem mantido-se nas alturas. O artigo que traz mais detalhes está aqui.