With half having posted a review of a product, brand or service online in the last month, there’s no shortage of digital consumers prepared to critique and potentially promote brands.

As we illustrate in GWI’s new Online Purchase Journey Infographic (clients can download a copy here), it’s high-quality products which are most likely to generate positive comments. This holds true across virtually all of the major demographic and regional breaks.

In fact, while digital influences may be having an increasing impact on the consumer’s online purchase journey, it’s traditional factors which still remain the most important across the product discovery, research, purchase and advocacy phases.

Further evidence for the enduring importance of these classic touchpoints/drivers comes from some of the other high-scoring options in today’s chart – such as financial rewards and great customer service.

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Written by

Chase Buckle is the Trends Manager at GlobalWebIndex. Chase oversees GlobalWebIndex’s Trends team, who leverage the company’s research studies to unlock the most up-to-date understanding of the modern digital consumer.

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