According to MOCAPP’s study, over 65% of online purchases made in the last 12 months in Romania were made after consulting the feedback provided by other consumers and influencers.
Moreover, 57% of online shoppers say they never make an online purchase without consulting reviews.
Who buys the most online?
84% of the study participants made at least 6 online purchases within the last year, while 40% of them shopped online more than once a month.
Regarding the budgets they allocated, most of the online shoppers (30%) spent a total of between 1000 and 2000 lei in 2020.
They are followed closely (29%) by those who allocated between 2000 and 4500 lei, respectively 23% who spent over 4500 lei.
Only 18% of those surveyed have allocated total budgets of less than 1000 lei in the last 12 months.
Areas of high interest for customers
The most relevant fields are technology (77%), followed by fashion (74%), and beauty products (56%).
The fourth place represents a surprise- namely sporting goods and equipment (51%), which surpassed cooking, usually a top preference category.
The most searched products in the last 12 months are technology, fashion, beauty products, sporting goods and equipment.
The only products for which consumers say they do not need to consult reviews are recurring online purchases (home supplies), respectively those with a low value (up to 200 lei).
Who are the customers most receptive to reviews?
The most receptive consumers to digital recommendations are part of generation Y (27-39 years old), respectively generation Z (16-26 years old), and those over 40 years old.
From the perspective of personal income, buyers who earn over 8000 lei are the most receptive.
They have purchased most of their products in the last 12 months by consulting the reviews and comments of influencers or celebrities.
Only 8% of study participants state that they are not interested at all in the opinions of other customers (reviews, recommendations) when shopping online.