By Julian Goldsmith, 28 November 2007 16:56
NEWS
Nearly half of online shoppers have purchased an item on the web that they were dissatisfied with when it actually arrived.
According to a survey of 2,314 UK online consumers, static images of products are often not enough to give the buyer the full information they need to be satisfied with their purchase.
Cheat Sheets
♦ Web 2.0
♦ Mash-ups
The research was carried out on behalf of web video specialist vzaar.com, which allows eBay sellers to insert video shot with a digital camera, mobile phone or video camera onto their listings.
Not surprisingly, the research shows 52 per cent of the sample said seeing video of a product would make them more likely to buy it.
One in 10 said they would be willing to pay a premium on the product to see it on video before buying.
The site will be running a series of controlled eBay auctions in 2008 to define exactly how much more people are willing to pay on top of the purchase price to see video clips.
Founder of vzaar.com and chief geek [sic] Adrian Sevitz said in a statement: "In the busy Christmas period, innovative use of video could really help sites stand out from the competition, encourage trust amongst customers and maximise their profits."
Comments
There are 4 comments. Join the discussion
1. Roger Huffadine
Oh - get real - how often have those same shoppers been dissatisfied with items purchased in the High Street? Probably as often or more often.
This year [2007] I have been more satisfied with on line purchases than High Street purchases - but of course I have had disappointments with both.
2. misceng
Descriptions are often inadequate on shopping web sites. I buy quite a lot online but usually have to go to other sites such as the manufacturer to get enough information about the product to know what I will get. This research often changes my decision about a purchase.
Consumers need to be aware of the Consumer Protection (Distance Selling) Regulations 2000 which allows for the return of unsatisfactory goods without penalty. Some suppliers are unaware of these requirements and I once had to get Trading Standards to tell a supplier to observe the law.
3. Mark Hosey
I agree Roger.
I've bought numerous items on the net and very very occaisionally had to send an item back or make a complaint....... almost as often as I have done with items bought from a shop which I could walk around, handle and try out. Whenever I have I have received a quick and courtious response. Just because I have had to return an item on the odd occaision doesn't mean I'm dissatisfied with the service. The question should be "Are you in general more or less satisfied with buying on line compared with buying direct from high street stores?"
Some surveys are made pointless by the very questions they ask.
4. anonymous
There is no way that buying something on-line you have never seen in real life can be what you were expecting.
Shopping on-line is fine for technology, general household items or for things that you have seen in real life, but not so great for fashion.