social media
Asians Search Prior to Purchasing
Not surprisingly, Asians tend to search a great deal before making an online purchase.
What I find interesting about this study by Mastercard and IPSOS, in fact, is that a great many people DO NOT search before making an online purchase.
What’s up with Thailand and Japan? They really like to search!
Popularity: 2% [?]
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Thomas Crampton was a correspondent for the International Herald Tribune and The New York Times for more than a decade, reporting from five continents, writing a column on Asia and covering Asian politics, economics and culture. Currently based in Hong Kong, he writes here about China, the Internet and New Media seen from Asia, while also advising companies on digital communication strategies. For more information click here...
I think you have greatly misinterpreted these data, which appear to indicate the tendency of online shoppers to make a purchase directly following browsing online for an item. It appears not “that a great many people do not search before making online purchases,” but rather that a great many people do not immediately make purchases after browsing. At least that is how I interpret these data.
From the original study (page 8; below is the link, by the way)
http://www.mastercard.com/us/company/en/insight...
“The survey also found that 43% of Asia/Pacific online shoppers tend to purchase online most of the time after browsing online.”
And from the caption to the original chart (their Chart 4, also page 8):
“Note: The chart reports the proportion of respondents in each respective country that will purchase most of the time after browsing online.”
Someone in Australia who researches products online prior to making a purchase (several days later) may still answer “no” to a question such as “Do you purchase most of the time after browsing online?”
“Not surprisingly, Asians tend to search a great deal before making an online purchase.”
The data do not support this statement because there is no benchmark for defining “a great deal of searching” and, lacking this context, a comparison to non-Asians is implied, though non-Asian were not included in the study.
Thank you, have a nice day
I think you have greatly misinterpreted these data, which appear to indicate the tendency of online shoppers to make a purchase directly following browsing online for an item. It appears not “that a great many people do not search before making online purchases,” but rather that a great many people do not immediately make purchases after browsing. At least that is how I interpret these data.
From the original study (page 8; below is the link, by the way)
http://www.mastercard.com/us/company/en/insight...
“The survey also found that 43% of Asia/Pacific online shoppers tend to purchase online most of the time after browsing online.”
And from the caption to the original chart (their Chart 4, also page 8):
“Note: The chart reports the proportion of respondents in each respective country that will purchase most of the time after browsing online.”
Someone in Australia who researches products online prior to making a purchase (several days later) may still answer “no” to a question such as “Do you purchase most of the time after browsing online?”
“Not surprisingly, Asians tend to search a great deal before making an online purchase.”
The data do not support this statement because there is no benchmark for defining “a great deal of searching” and, lacking this context, a comparison to non-Asians is implied, though non-Asian were not included in the study.
Thank you, have a nice day
Thanks Steve, I got it
Thanks Steve, I got it