Researching and Purchasing Tech Products Online in Russia
9.2011 | EMEA
This study will help you understand more about how consumers in Russia use various information sources, including the internet, when making tech purchases.
- Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
- Offline shopping is the prevailing purchase method in the tech categories under analysis – spread of online shopping is below 10% across all categories
- In the online research process search is the dominant tool for initial and intensive research: search creates awareness and navigates to relevant sources