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Report Identifies Most Important Digital Shopping Tools

A recent report published by Epsilon reveals what digital tools are influencing people the most when it comes to shopping and making purchases.  Needless to say, this type of information can be extremely valuable to a savvy marketer.  The report was conducted through a survey of 2800 US consumers and took place during the fourth quarter of 2014.

Take a look at each of the following tools, and what percentage of respondents said they were influenced by them:

  • Retailer Sites – 62%
  • Printable Coupons – 55%
  • Retailer Emails – 50%
  • Search Engines – 47%
  • LTC Coupons – 39%
  • Brand Sales – 36%
  • Brand Emails – 36%
  • Product Reviews – 32%
  • Daily Deal Sites – 28%
  • Mobile Coupons – 26%
  • Shopping Ads – 21%
  • Retailer Texts – 21%
  • Price Comp Sites – 16%
  • Friend Social – 14%
  • Brand Texts – 14%
  • Brand Social – 13%
  • Retailer social – 11%
  • Mobile Payment – 7%

Many people are interested in the fact that social media related categories are so low, and some of them actually dropped from the previous year.  Given that so many people use social media, it is surprising that it has a fairly small influence.

Episolon’s SVP for Research and Insights said, “The usage of social tools actually appears to have dropped a bit from previous years, but I have some concerns about differences in the surveys.  We have added tools each year as we identify new tools (e.g., mobile payment was added last year) or as we ‘re-classify’ our understanding of how people think about tools (so, we broke out ‘friend social’ for the first time this year to try to account for the fact that much of the use of social in shopping is actually based on friends’ posts rather than brand- or retailer-sponsored activity).”

Marketers will do best when they are able to use multiple different tools to engage and interact with potential customers.  Implementing as many of the above options as possible is a great idea, and investing heavier in those that are closer to the top of the list just makes sense.  You can get the full report HERE, but you have to provide your email address.

Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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