70% Tech Shoppers Rely on Internet for Purchase Decision: Study

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By Rohit KVN | November 22, 2012 3:48 PM EST

A pan India offline study led by Nielsen on behalf of Google India has revealed that most Indians in urban metros diligently explore the tech products available on Internet before they make the decision to buy products.

The study by Nielsen, titled "Tech Shopper Report," conducted in 12 cities covering four top metros, four Tier-1 and four Tier-2 cities across India. The offline interviews were conducted across 200 multi-brand and single-brand stores.

The study claims that seven out of 10 tech-consumers said that they knew the exact brand and model they plan to buy before entering the store and it also adds that 40 percent of respondents confessed that they took the help of online data to make an informed decision.

The study has revealed that internet has now become second only to television in building awareness for technology gadgets; this trend is particularly noted in metros and Tier-1 cities.

The Nielson study further found that maximum searches were related to "laptops," second most searched devices were mobile phones followed by digital cameras and televisions.

According to the TOI, Google has compiled the data regarding search queries of technology and electronic products for last one year on its search engine. The company has used this data to compare the offline activities with online search trends.

The study also delved on the usage of internet on mobile phones. It revealed that 46 percent of consumers said that they used mobile internet to explore tech related products.

The study said that 22 percent of Tier-2 buyers responded that they used only their mobile phones to do online research.

"This study brings to light two important facts - first, internet as a medium has gone mainstream and not only does it help in creating awareness and consideration but it is substantially impacting decisions of final purchases, which was traditionally the role of point of sale and in-store sales people. Secondly, the internet is impacting decisions in tier 2 cities as well and mobiles are emerging as a strong medium." said VP and managing director, sales and operations, Google India, Rajan Anandan. 

The report sums up that internet certainly has an impact on the urban consumers' decision to make a purchase and with internet becoming more accessible, its influence is bound to spread to lesser known towns of India.

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