Researching and Shopping Online in Portugal
6.2011 | EMEA
This study will help you understand more about how consumers in Portugal use various information sources, including the internet, when making retail purchases.
- Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
- In the online research process search engines (and e-shops) are the dominant tools for starting and intensifying product research – regardless of category
- Search engines are dominant tools for initial and intensive research: search creates awareness for new shopping facilities and navigates to relevant sources
- Accordingly presence on search engines enables presence in the online research process and subsequently relevance for the offline purchase