Survey News: Quality Rules Among Internet Buyers

A survey of online buying activity conducted by Peterborough, NH-based list firm Millard Group shows that 37% of those polled indicated that quality was the most important factor when making a purchase. Price came in second, with 26% citing it as the most important factor in buying online, while just 2% said that brand was a deciding factor when making purchases.

Conducted in July, the survey involved 66,000 online buyers from 21 participating Millard catalog clients. Among other findings, 68% of the respondents indicated that value is very important when deciding where to shop, while another 30% said value is “fairly important.” Seventy-one percent said that value is more important now than it was five years ago, compared to 29% who said it is not.

In comparison to other marketing channels, more than half of the survey respondents (53%) said the Internet offers the best value. Thirty-two percent said that catalogs offer the best value, and 16% said that retail was typically the best value.

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