Portal da Queixa , the largest consumer social network in Portugal, carried out, in partnership with the company Netquest , a national survey on E-Commerce , to understand the behavior of Portuguese people when buying online, what they search for and where, and whether they are influenced at the time of purchase.
Let's look at some interesting data highlighted by the study:
53% regularly search the Internet for other customers' opinions;
The opinions of other consumers influence the purchasing decision;
Women and young people are the most impressionable;
Before making an online purchase, 8 out of 10 respondents choose to compare prices or features, as well as the opinions of other consumers on websites and platforms such as Portal da Queixa .
Men compare products and services more than women, but seek out opinions from other consumers less.
Naturally, all this data highlights why your company or business needs to be present, not only on the Internet, but above all in Google search results through SEO techniques and on social networks .
So, if you are a digital marketing professional , pay attention to this data, so that you can define a better digital strategy that impacts the Portuguese public.
Are Portuguese people easily influenced when shopping online?
Of the more than 5,000 respondents, 53% said they “always” consult other customers’ opinions on the Internet before buying online. Only 3% said they “never” consult any type of information before buying online.
The survey revealed that younger consumers are the ones who are most used to consulting the opinions of other customers. Men and heavy buyers (more active consumers) are also the groups who consult more frequently than the other segments.
When asked directly whether opinions influence the purchasing decision, most of those interviewed admitted that they do, that is, the opinions of third parties greatly influence the final decision.
Respondents gave this influence an average of 2.9 on a scale of 1 to 4, where 4 means “very influential” and 1 means “no influence”. Women and younger people are the most influential segments.
Comparing the results of this study with another el Salvador telemarketing list survey carried out by Portal da Queixa and Netquest in March 2018, within the scope of World Consumer Rights Day , it is possible to conclude that the Portuguese are quite influenced when making a purchase decision by opinions they read on the internet.
What kind of information do Portuguese consumers search for?
Before making an online purchase, 8 out of 10 respondents choose to compare prices or features, as well as the opinions of other consumers on websites and platforms such as Portal da Queixa . Men compare products and services more than women , but seek out the opinions of other consumers less.
Younger people are the segment that researches a greater amount of information before buying online, such as the physical address of stores, discount coupons or special offers, watching demonstration videos or looking to discover new brands.
What are the most used platforms for conducting online research?
The majority of consumers, 8 out of 10, consult information prior to online purchases on search engines, especially Google, as is the case with the rest of the world.
More than half use the brand's website or price comparators, while 4 in 10 consult the Portal da Queixa .
Men are the ones who use price comparison sites the most, while women highlight the use of the Complaint Portal and social networks .
The younger segments, especially those surveyed under 40 years of age, are those who most access the Complaint Portal in search of information.
The study on E-Commerce was carried out between June 14 and 28, 2018, obtained a total of 5,300 responses (59% male and 41% female) and had an average duration of 5.4 minutes.
About the Complaint Portal
Portal da Queixa is a technological startup that was born from an innovative and pioneering project in Portugal.
Launched in 2009, in its 9 years of existence, it has already received more than 215,000 complaints, submitted by a community of 270,000 registered online users. Today, it is the largest social network for consumers in the country and has achieved a national position of reference, on the internet, in terms of consumption.
Currently, the Complaints Portal is visited by more than half a million Portuguese people every month, who use the platform to communicate directly with other consumers, brands and public entities, as well as to compare brands based on the Satisfaction Index available to the consumer.
