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Recommendation and review 'less important' for online shoppers
01.01.70 | Graeme Neill
Price and range have been highlighted as the most important factors in buying habits of online book buyers, with recommendation and review less crucial.
In a survey of 91,500 customers worldwide on the Book Depository's website, the retailer found price was critical with 63.1% of customers deeming it very important. Range was the next factor identified with 51.5% regarding it as "very important". However, review (6.2% deemed it very important) and recommendation (6.6%) were seen as less important factors among shoppers.
More than two thirds of those surveyed said they bought e-books, with 46% saying they would buy more e-books in future. Only 3.4% said they planned to buy less digital books in future. PC laptops were the most popular method of reading e-books, among 10.8% of customers. The iPhone was the next device of choice (7.8%), followed by the Amazon Kindle (6.2%)
Almost three quarters of shoppers (71.6%) said they bought their books online, with high street chains popular among 11.8% of customers and indies the bookseller of choice for 9.9%.
The Book Depository received responses from customers worldwide with the majority of responses from English-speaking countries. The survey was carried out in conjunction with the For Dummies series of books.