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出海德国的朋友注意啦——56%的德国人在购买前阅读过评论!|出海德国电商岛群第60期

2020-01-20 22:09:04

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德国超过一半的在线购物者使用客户评论来帮助他们做出购买决定。年轻人尤其依赖于其他购买者对某种产品的体验。除客户评论外,还经常使用价格比较网站和亲朋好友的提示。

 

在进行在线购物时,德国的消费者会在做出购买决定之前先查看其他顾客的评论。对于56%的人,这些评论是购买时的重要决策帮助。

 

女性比男性更常查看客户评论

在女性购买之前,要先检查客户评论,这一点比男性更受欢迎,因为62%的女性在线购物者都依赖这些评分,而50%的男性在线购物者则依赖这些评分。数字协会Bitkom对1,024个德国在线买家进行的一项调查显示了这一点。

 

尤其是年轻的购物者依赖顾客的评论

这项研究还表明,其他购买者的意见对于年轻的购物者尤其重要:66%的16至29岁的受访者和61%的30-49岁的受访者表示,他们在购买前先在线阅读了客户评论。在50-64岁的年龄段中,有49%的人会这样做,在65岁以上的年龄段中,只有39%的人会阅读客户评论。

 

其他决策辅助

除了客户评论,在线购物者还依赖价格比较网站。根据调查,有48%的德国网购者通常在购买商品之前先使用这些商品,而41%的人则依赖朋友或家人提供的小费。 36%的人使用来自电视,在线或印刷媒体的测试报告。只有24%的人使用各自零售商的网站来帮助他们做出正确的购物决定。

 

购买产品之前,您通常会使用哪些决策辅助工具?

56%顾客评论

48%的价格比较网站

41%来自朋友或家人的提示

通过电视,在线或印刷获得36%的测试报告

24%的零售商网站

19%的在线论坛或博客

14%的社交媒体

Bitkom信任与安全负责人RebekkaWeiß说:“在网上购买之前,独立评论可能是一个很好的决策帮助。” “这既适用于商品,也适用于服务:安全性和信任对于在线商店的客户至关重要,而这些评论对个人对在线零售的信任做出了重大贡献。”

 

她说,经销商还从这些客户评论中受益:“那些获得大量良好独立评级的人可以使用它来证明其商品或服务的质量,从而使其对未来的客户有吸引力。”



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56% of Germans read reviews before buying

More than half of online shoppers in Germany use customer reviews to help them make a buying decision. Young people in particular rely on the experiences that other buyers had with a certain product. Aside from customer reviews, price comparison websites and tips from friends and family are also often used.

 

When shopping online, consumers in Germany first look at the reviews of other customers before they make a purchase decision. For 56 percent these reviews are an important decision-making aid when making a purchase.

Women check customer reviews more often than men

Checking customer reviews before buying is something that’s more popular among women than men, as 62 percent of female online shoppers rely on these ratings, while 50 percent of male online shoppers do this. This is shown in a survey from digital association Bitkom, among 1,024 German online buyers.

Especially younger shoppers rely on customer reviews

This study also shows that the opinion of other buyers is particularly important for younger shoppers: 66 percent of respondents aged 16 to 29 years, and 61 percent of 30-49 year olds say they read customer reviews online before buying. Among 50-64 year olds it’s 49 percent who do this and in the age group 65 years and over it’s just 39 percent who read customer reviews.

Other decision-making aids

Aside from customer reviews, online shoppers also rely on price comparison websites. According to the survey, 48 percent of German online shoppers generally use these before they buy something online, while 41 percent rely on tips given by friends or family. And 36 percent use test reports from TV, online or print media. Only 24 percent use the websites of the respective retailers to help them make the right shopping decision.

 

Which decision-making aids do you generally use before buying products?

 

56%

customer reviews

48%

price comparison websites

41%

tips from friends or family

36%

test reports on tv, online, or print

24%

website of retailers

19%

online forums or blogs

14%

social media

“Independent reviews can be a good decision-making aid before buying online”, says Rebekka Weiß, Head of Trust & Security at Bitkom. “This applies to both services as goods: security and trust are essential for customers of online shops, and these reviews make a significant contribution to one’s trust in online retail.”

 

She says that dealers also benefit from these customer reviews: “Those who receive a large number of good independent ratings can use it to demonstrate the quality of their goods or services, making them attractive to future customers.”


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