For more information, or if you would like to see a video on any other topics, please let us know at Tvsupport@kantarmedia.com, 0208 967 4567.

If you would like any more information on any of the documents or would like to suggest a topic for us to add to the below please let the TV Bureau helpdesk know: Tvsupport@kantarmedia.com, 0208 967 4567.

With more than three quarters of shoppers (83%) conducting online product research before they purchase electronics goods, the most important sources of information are specialist retailers' websites (56%), followed by search engines (43%), price comparison websites (21%), consumer reviews (19%) and friends, family members or colleagues outside of a social network site (12%). Consumers also spend more time browsing the websites of electronic retailers and consumer review sites to learn more about the products before they purchase.

"Consumers browse electronics retailers' sites and consumer reviews to compare brands and products, but free delivery and price impact where they make their purchase," commented John Thekanady, UK Client Services Director, Kantar Media Compete. "Specialist retailers are doing a great job on delivering the most extensive product ranges and detailed information, but it's clear this isn't enough. With growing pressure to increase sales, they need to look at the entire consumer journey to determine where and why consumers leave before checkout, and overhaul their overall online strategies to improve conversion rates."

Forty five percent of shoppers claim to compare prices at various online retailers before making the purchase and 51% of shoppers received free delivery on their purchases. A third (37%) of shoppers read online consumer reviews.

Gender Divide?

The research also showed that 87% of men purchase electronics goods for themselves whereas 29% of women make the purchase for another family member. While men prefer to do their research on review sites such as which.co.uk, women tend to use a wider range of sources and sites they are more familiar with, like ciao.co.uk, that include electronics reviews alongside sections on beauty and fashion.

"This research also underscores the importance of monitoring the clickstream patterns of different consumer segments, and recognising their differing motivations, to identify the best way to convert them into buyers. Mass merchants could perhaps drive sales further by including external information sources such as expert reviews and social media on their product pages, while a focus on price and service may help specialist retailers increase their market share," commented Thekanady.

The full report can be downloaded from: www.kantarmedia.compete.com.

The study delivers unique insights, data and remarkable photos revealing new and exciting opportunities for brand success in China.

For a summary, video and to download the entire report, please follow this link.

A pdf of the report can be viewed below:

Chinese New Year in Next Growth Cities