Issue link: https://viewer.e-digitaledition.com/i/1100848
Trend Insight Consumer is a feature within Sports Insight that delivers research conducted on the MESH01 Platform. MESH01 collects data from a select panel of sports enthusiasts. For information on the Mesh1 Platform, contact Brian Bednarek at 603-766-0957 or brian. bednarek@mesh01.com. For more information on Trend Insight Consumer and how your company can participate, contact Jeff Nott at 516-305-4711 or jnott@formula4media.com. H ow consumers decide what to buy and where to buy it is the focus of the research on these pages. We asked them about a variety of topics, ranging from online reviews and retailers' social media presence to how much they think same-day delivery should cost and whether they "require" a discount in order to buy a product in a store. We found that online reviews matter. Eighty percent of customers say they always or sometimes depend on reviews when deciding where to shop. is despite only 12 percent saying they nd such review sites "very trustworthy." As for same-day delivery, 52 percent say they would pay up to $10 for it. And when it comes to discounts, 83 percent say they always or sometimes require one before purchasing. Be sure to check out page 34 to see consumer opinions regarding Amazon. n e survey, conducted by MESH01, included 130 consumers, male and female, with an average age of 39 years old. CARPE TRENDEM Consumers & The Retail Experience S E I Z E T H E T R E N D ! TRENDINSIGHT We surveyed 130 consumers. Here is what they told us. Is your decision about whether or not to shop at specific stores influenced by online reviews? What would entice you to download an app offered by a retailer? Discounts Offered New Product Alerts In-App Purchase Ability Have you ever downloaded an app offered by a retailer? 12% 20% 68% Sometimes Always Never My belief is that people who take time to review things are usually on complete opposite ends of the spectrum (terrible to great). As such, it is likely that the average experience is underrepresented. Female 33 I do not read reviews on stores, only individual products. Female 22 I research, but most of the time I find people's reviews are emotion driven, not by fact. Male 46 I use reviews for specific products but not stores. For me, stores are about selection and price. Male 45 If I have experience with the store, I always take other reviews with a grain of salt. However, if I've never been there, I do rely on reviews, sometimes. Female 34 I sometimes am more influenced by online reviews. Most of the time I go with what I think though. Female 27 If I trust the overall brand, I'll shop their store regardless of the reviews. Female 29 I just like to shop where I want. Female 32 It really depends on the store. If I'm going to a larger store I know that the staff probably doesn't know a ton about all of the products. If I'm going to a smaller store, having worked in one, I know that the staff get trained on each of the products in the store by the manufacturer. Knowing this, I'd much rather shop at a mom and pop shop but I do want to read reviews to make sure it's a good shop. Male 26 YES NO 78% 22% 94% 32% 65% sportsinsightmag.com 32 • Sports Insight March/April 2019