The 29 Stages of Shopping Brits Go Through When Buying
Shopping for clothes is an emotional rollercoaster with Brits going through as many as 29 different stages before finally making a purchase, a study has found.
A poll of 2,000 adults revealed the process of finding something you like and then buying it involves an hour and 20 minutes of mulling things over, and getting the opinions of two other people.
Shoppers will also watch videos of celebrities or models wearing the items to see how it looks in real life before deciding whether or not to buy something.
And while men are just as thorough with their shopping research, women are twice as likely to screenshot a picture of themselves in an outfit to friends, while one in 10 will send a video of themselves to a girlfriend for approval.
The stats emerged in a study by Brightcove and also found one in six shoppers are more likely to buy something if they can watch a video of it being worn or used.
Mark Blair of Brightcove said: When we are shopping and parting with our hard-earned money, it can be a long time between seeing something we like and actually deciding to buy it.
It's often not as simple as just walking into a shop or going on to a website and buying the first thing you see.
Technology has changed the way we shop and thanks to video and social media, it's now easier than ever before to get the opinions of others or see clothes and accessories captured in ways other than the still images we were once used to.
Video allows us to find out even more about a product before we buy it, meaning we can be completely sure that it is right for us.
Researchers found the first key stage of buying a new outfit is checking the website in question offers free delivery; Brits will then go on to surf several other sites before reading relevant reviews.
A savvy 34 per cent of shoppers will then hunt for money-off vouchers, in a bid to save the pennies and bag a bargain.
While the fifth most popular stage of shopping involves filling the basket with clothes, with a view to returning later once a decision has been made.
Three in 10 shoppers will continue to compare their in-basket items with other purchases, while 22 per cent will add items to wish-lists and the same percentage will make the effort to go in-store to try clothes on.
Other common shopping stages include adding the same item but in a variation of sizes and colours to the basket, asking colleagues what they think, and emailing partners for an opinion.
A fifth of shoppers will even check their bank balance before hitting the buy' button.
The study shows Brits love to watch a video before making a purchase, and for 18 per cent, a celebrity endorsement immediately makes an item feel more luxurious.
Thirteen per cent expect to see a video of a product before buying it, and 23 per cent claim the production of the video definitely influences their decision to purchase.
TOP 29 STAGES OF SHOPPING
Check for free deliver - 50.10%
Surf several websites looking for suitable items - 41.05%
Look at reviews - 38.20%
Find money off voucher - 34.25%
Put the item in your basket and leave it there - 32.75%
Compare with other items - 27.95%
Add the item to my wish-list - 22.10%
Go to a shop to try the item on once you've seen it online - 21.65%
Order an item and decide you don't like it - 18.60%
Put everything you like in your basket then deleting the ones you can't afford - 18.60%
Take a couple of items out of basket - 18.60%
Generally indulge in mindless browsing - 18.30%
Look at bank balance - 18.00%
Buy 2 different sizes/2 different styles and sending back the ones you don t like - 17.40%
Put lots of items in the basket - 13.10%
Look for inspiration from Instagram stories / Snapchat videos - 10.40%
Add the same item but in different sizes / colours into your basket before deciding which on - 9.85%
Send pics or videos of you in the clothes to your friends for their advice - 9.50%
Asking colleagues what they think - 8.70%
Email your partner to ask them what they think - 8.65%
Screen-shot an outfit and send to a friend / WhatsApp group to review - 8.25%
Keep an item and hope you come to like it in the future - 8.25%
Twisting your screen round to show colleague(s) the item you like - 8.10%
Watch fashion inspired YouTube videos - 8.05%
Look at sizes and flick between two sizes because you don't want splash out on both - 7.95%
Email colleagues/ friends or relatives a link to it to see what they think - 7.40%
Click on videos to watch what the product really is like - 7.25%
Order my chosen item every time I shop - 3.40%
Look at the store's Instagram page to see lifestyle image using item (so I can envisage it) - 3.30%
The study was commissioned by Brightcove and conducted by OnePoll. 2000 respondents responded to questions between 17 May - 21 May 2018.
ENDS
For more information, contact:
Rowan Adams, Head of Press
radams@brightcove.com
07378892926
About Brightcove
Brightcove Inc. (NASDAQ:BCOV) is the leading global provider of powerful cloud solutions for managing, delivering, and monetizing video experiences on every screen. A pioneering force in the world of online video since the company's founding in 2004, Brightcove's award-winning technology, unparalleled services, extensive partner ecosystem, and proven global scale have helped thousands of companies in over 70 countries achieve better business results with video. To learn more, visit www.brightcove.com.
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
27/04/2024
On April 26, L3Harris Chair and CEO Christopher E. Kubasik joined CNBC's Mor...
27/04/2024
PORTLAND, Oregon Audinate Group Limited, the developer of the Dante AV-over-IP solution, announced significant new additions to Dante Connect, its cloud-based D...
27/04/2024
TORONTO Bell Media has launched 10 English and French-language FAST channels featuring entertainment, factual, news, and sports programming. The new free stream...
27/04/2024
An extensive new analysis of the news segments in the broadcast evening news programs of ABC, CBS, NBC and PBS has found that broadcasters devoted most of their...
27/04/2024
GERMANTOWN, Md. EchoStar's Hughes Network Systems has opened a new manufacturing facility and private 5G incubation center in Germantown, Maryland....
27/04/2024
Harry Pappas, one of three brothers who founded Pappas Telecasting Companies in 1971, died April 24. He was 78 years old....
27/04/2024
ATLANTA and LONDON Mexican telecommunications and broadcast company Televisa has selected Synamedia for an overhaul of its broadcast distribution....
27/04/2024
Participate in the Survey - The Impact of AI on Media and the Creative Industry
Pascal Wagner April 26, 2024
0 Comments
By participating in this surve...
27/04/2024
SDVI Rally Access Workstation Earns Two Top Awards at 2024 NAB Show
Brie Clayton April 26, 2024
0 Comments
SDVI, the leading platform provider for clo...
27/04/2024
Berklee's Music and Health Institute Launches Community Health Musician Cert...
27/04/2024
Charter Communications reported higher first-quarter profits despite continued cord-cutting and competition for broadband customers....
27/04/2024
Two environmentally-focused groups are partnering to engage the unscripted TV world in finding better ways to address climate change. Reality of Change is an ec...
27/04/2024
Sarah Garcia has been promoted to weekend anchor at KTLM McAllen, Texas, known as Telemundo 40. Starting April 27, she will anchor Noticias Telemundo 40 weekend...
27/04/2024
CBS Sports said it launched a new 24-hour free, ad supported streaming television (FAST) channel devoted to the UEFA Champions League....
27/04/2024
Comcast chairman and CEO Brian Roberts received $35.4 million in compensation in 2023, up 11% from the previous year, according to a proxy statement filed by th...
27/04/2024
Art Happens Here With John Lithgow, which sees the actor study dance, ceramics, silk-screen printing and vocal jazz with students in Los Angeles, debuts on PBS ...
27/04/2024
Remember Leave It to Beaver? Bewitched? Dragnet? When cable ratings were rising?...
27/04/2024
Next up for the weekend binge at Catchy Comedy is Gomer Pyle, U.S.M.C. Every weekend, Catchy Comedy features The Catchy Binge, a marathon of a classic sitcom....
26/04/2024
Sundance Film Festival CDMX 2024 kicks-off today with screenings in 5 theaters in Mexico City and the opening-night film, FRIDA, directed by Carla Guti rrez...
26/04/2024
[Editor's Note: This interview is part of a larger feature about the women d...
26/04/2024
Once again this year, SGL Carbon opened its doors to interested children and young people. On the occasion of the German Girls and Boys Day, which took place on...
26/04/2024
Orders1 of $5.5 billion; book-to-bill of 1.06x
Revenue of $5.2 billion, up 17%,...
26/04/2024
Five Considerations For Communications Modernization In The 21st Century
In the digital-enabled battlespace, the Joint Force needs to shoot, move and communica...
26/04/2024
CBS Sports has launched Champions League as a new, 24-hour streaming channel that will serve as the year-round destination for nonstop highlights of the UEFA ...
26/04/2024
Despite tough competition in the streaming space, Roku reported solid results in Q1 2024, beating revenue expectations, with total net revenue up 19% YoY to $88...
26/04/2024
LONDON AND TORONTO Pinewood Toronto Studios has appointed Sarah Farrell as general manager of the Studios in downtown Toronto....
26/04/2024
Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and...
26/04/2024
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talen...
26/04/2024
Picture Shop Announces Chris Evans as Head of Unscripted
Brie Clayton April 26, 2024
0 Comments
Picture Shop announced Chris Evans will lead Unscripte...
26/04/2024
Participate in a Survey - The Impact of AI on Media and the Creative Industry
Pascal Wagner April 26, 2024
0 Comments
By participating in this survey,...
26/04/2024
Toy maker Mattel said it is working with Samsung to launch its first free ad-supported streaming television (FAST) channels later this year....
26/04/2024
Trusted Media Brands (TMB) said it named Marty Moe as president....
26/04/2024
Ron Howard is the director on Jim Henson Idea Man, a documentary that premieres on Disney Plus May 31. Henson of course created Kermit the Frog, Miss Piggy, Big...
26/04/2024
The ice continues to melt under the regional sports network business as the Seattle Kraken of the National Hockey League have made a long-term deal to broadcast...
26/04/2024
Heading into the upfronts, Warner Bros. Discovery said it launched Olli, a first-party data platform advertiser can use for converged, targeted advertising camp...
26/04/2024
CBS has renewed the drama The Equalizer, which will see season five on in 2024-2025. Queen Latifah stars....
26/04/2024
The CW has entered into an exclusive multiyear broadcast partnership for the Miss USA Pageant and the Miss Teen USA Pageant. The 73rd Miss USA Pageant will air ...
26/04/2024
Fuse Media isn't mincing words in a campaign urging its young viewers to register and participate in the 2024 elections....
26/04/2024
Dead Boy Detectives, a series from Neil Gaiman about a detective agency staffed by ghosts, debuts on Netflix April 25. George Rexstrew and Jayden Revri are in t...
26/04/2024
The Story Collective has gradually repurposed the former Mortlake Brewery to include production offices, workshops and sound stages
By Matthew Corrigan
Publi...
26/04/2024
Perkett joins the company following a 25 year career in product management, product marketing, engineering and user experience (UX) across multiple industries
...
26/04/2024
Teradek, the industry leader in wireless video transmitters and receivers, announced today the launch of new Bolt 6 LT 750 and Bolt 6 Monitor Module 750 RX with...
26/04/2024
NEW YORK Amagi has appointed Richard Perkett chief product officer (CPO)....
26/04/2024
WASHINGTON, D.C. The National Association of Broadcasters (NAB) has announced the results of the 2024 NAB Radio and Television Board of Directors elections. The...
26/04/2024
EL SEGUNDO, Calif. & NEW YORK Mattel has announced a deal to launch its first three 24/7 free ad supported streaming (FAST) channels on Samsung TV Plus, Samsung...
26/04/2024
PORTLAND, Maine Viewers here can now receive the NextGen TV signals of five local stations with the launch of ATSC 3.0 service from host station WPFO, which is ...
The 29 Stages of Shopping Brits Go Through When Buying 
