• Discounting drives online purchasing decisions

    Two thirds of Britons have made an online shopping decision based purely on a discount that was available, with 80% of 18-31 year olds admitting to the practice.

    A study, by global affiliate network Awin, has found that found that 66% of Britons have used a price comparison site in the past six months, whilst 59% have used an online voucher code in the same time frame, with a further 66% admitting to using any form of affiliate service to make an online purchase.

    What’s more, almost half of consumers (47%) see the importance of bloggers and specialist websites to help inform their online purchases.

    The survey polled 2,250 people over the age of 18.

    The report found that more than half of online shoppers have interacted with an affiliate service in the past six months, and the findings were echoed by the results of the survey, which found that as many as 66% of Britons have used an affiliate service in the past six months, predominantly though the use of online voucher codes or price comparison sites, used by 59% and 66% respectively.

    Online voucher codes were most popular amongst 18-31 year olds, with 67% using one in the past six months, whilst price comparison sites were most popular for 32-45 year olds, with 75% visiting one in the last half a year.

    In terms of the savings made by consumers through an affiliate channel, 90% of those that have used an online voucher code said that they saved money in the process, whilst 88% of those that used a price comparison site admitted to the same.

    The importance attached to affiliate sites was also looked at, and it was found that 85% of respondents answered that price comparison sites were ‘somewhat important’, ‘very important’ and ‘extremely important’, whilst 81% answered the same in reference to online discount code sites.

    Almost half of respondents (47%) said that they saw the importance of bloggers and specialist websites when buying online, and 52% answered the same in relation to cashback sites.

    Consumer online shopping habits were also explored, with it being found that 67% of all respondents had impulsively purchased a product online based on the fact that it was discounted. 18-31 year olds were found to be the most impulsive, with 80% admitting they have made last minute purchasing decisions based on markdowns alone.

    It was found that 72% of consumers first use a search engine to begin their online shopping journey, particularly older shoppers, with 80% of 46-59 year olds admitting to this. Conversely, 30% of 18-31 year olds would look on social media to begin with, compared to 10% of all participants. Consumers were found to be more likely to visit a comparison site first (9%) than they were to visit Amazon (8%).

    Online voucher codes were most likely to be used when purchasing fashion products online, with one third (33%) saying they were ‘extremely likely’ to use one when buying clothes, whilst comparison sites were most likely used for travel, with 77% revealing they were ‘extremely likely’ to utilise them when booking a holiday.

    The report found that 60% of airline sales on desktops are driven by price comparison sites, and users will visit an average of 38 different websites before committing to an online travel purchase.

    Commenting on the findings of the study, Kevin Edwards, Group Client Strategy Director at Awin, said: “Whilst consumers might not even realise it, affiliate channels are often a core part of purchasing products online, and are a much more user-friendly way of advertising a product. Whilst those of us in the industry are already aware of its widespread manifestation, this survey shows how important affiliate channels are for online shopping and ecommerce.”

    AUTHOR

    Stuart O'Brien

    All stories by: Stuart O'Brien

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