Information consumers consider when shopping online

Researchers at the University of Sheffield, UK investigated what information shoppers seek when purchasing groceries in an online-grocery environment. They found that, when looking for products, 95% of participants navigated through the ‘virtual departments’, 80% used the ‘search’ facility, and 68% browsed the special offer pages.
Once on the product pages, participants tended to look at the pictures of products, rather than examine detailed product information. This finding is consistent with previous studies that showed that consumers look at the front of a package most frequently when selecting a product. An article about the research is published in Appetite.
Click here for the article (1.14 MB).
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