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Know your online consumer profiles

Online consumer profiles?

Statistics of the latest reports conducted in 2014, indicated that the UK has 22 million households (84%) with Internet access, up from 57% in 2006. A huge 76% of all adults (38 million) last year in the country used the internet every day and a similar percentage (74%) made purchases through the internet, up 23% from 2008.

Given this scenario, the micro, small and medium businesses (MSMEs) must develop online sales strategies, such as e-commerce to capitalise on this massively growing industry in the country.

To develop a successful strategy into online commerce, it is necessary to make good market research and create a profile of the current buyers who have entered into sales and made online payments.

The recent study by an e-commerce portal produced an analysis of the different profiles of users who make purchases on the Internet and we will share the results.

Detective

This is a person who likes to surf the internet and find out where they can get the best price for the product they want. The detective therefore spends a lot of time visiting all pages of online stores.

Critic

These examine in great detail the whole process of purchase. They also rate customer service and delivery procedures etc. and are inclined to give positive or negative comments about their experience so as to pass the information on to others.

The fan

This is a person with active profiles on social networks and who knows and is convinced of the benefits of electronic commerce. Moreover, unlike the detective, the fan does not inquire much about deals.

Impulsive

These are people who are driven by their instincts and are regulars to making purchases online.

Bargain hunter

This user will only take advantage of purchasing the product if it`s at a lower price. They will not necessarily value the additional services such as delivery, customer service and technical support.

Rational

Their online purchase process is balanced, and will not make any sudden, rash decisions – similar to the detective type, but less analytical in approach.

The cautious

This person has little or no experience in online shopping. They will buy only from highly recognised websites or brands and will not make the payment without being sure of the reliability of the site.

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