Not that long ago the European Interactive Advertising Association (EIAA) released a report about the evolution of e-commerce and the online shopping habits of Europeans in 2008. Around 80% of all Internet users bought a product or service online in 2008. This figure was 40% in 2004. There has hence been a 100% increase in just four years all over Europe. Each user has in average shopped for 747€, during the first six months, which means a total sum of 1.3 billion Euros.
The products that people buy are 1. Travel tickets (54%) 2. vacation trips (42%) 3. books (40%) 4. concert tickets (38%) 5. clothes (33%). Out of these online shoppers do 59% consider the brands own websites to be a good resource for information on products, and a majority of people think that search engines is a greater source for information rather than personal recommendations.
This means that we in average trust the Internet more than we trust word-of-mouth. And keep in mind that word-of-mouth is the marketing technique that as good as all experts have proclaimed as the best marketing method these latest years. Maybe the new direction is not that strange either. On the Internet you are able to read hundreds of reviews on a single product. Your friend might be wrong about something but can a hundred people be mistaking?
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