{"id":6878,"date":"2021-09-23T16:40:58","date_gmt":"2021-09-23T14:40:58","guid":{"rendered":"https:\/\/mocapp.net\/blog\/?p=6878"},"modified":"2022-08-10T12:31:54","modified_gmt":"2022-08-10T10:31:54","slug":"studiu-mocapp-cult-research-2021","status":"publish","type":"post","link":"https:\/\/mocapp.net\/blog\/studiu-mocapp-cult-research-2021\/?lang=ro","title":{"rendered":"Studiu MOCAPP 2021: 57% dintre rom\u00e2ni nu cump\u0103r\u0103 online dec\u00e2t dup\u0103 ce consult\u0103 review-uri"},"content":{"rendered":"\n<p>\u00cen ultimul an, volumul cump\u0103r\u0103turilor online a crescut semnificativ, cu 30% conform ARMO (Asocia\u021bia Rom\u00e2n\u0103 a Magazinelor Online) datorit\u0103 contextului pandemic, iar rom\u00e2nii \u00ee\u0219i men\u021bin un apetit crescut pentru cump\u0103r\u0103turile la distan\u021b\u0103.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Cum alegem produsele \u0219i magazinele cele mai potrivite \u0219i care sunt principalii factori care ne influen\u021beaz\u0103 deciziile de achizi\u021bie online afl\u0103m dintr-un studiu recent, realizat de MOCAPP \u0219i Cult Research \u0219i derulat pe un e\u0219antion de 508 persoane cu v\u00e2rste cuprinse \u00eentre 16 \u0219i 50 de ani care utilizeaz\u0103 Internetul zilnic.<\/strong><\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>Am vrut s\u0103 vedem \u00een ce m\u0103sur\u0103 cre\u0219terea apetitului pentru shopping online are efecte concrete asupra magazinelor online \u0219i comportamentului consumatorilor. Desigur, altele dec\u00e2t cele legate de venituri. Concluziile studiului arat\u0103 c\u0103 suntem \u00eentr-un moment de schimbare, de evolu\u021bie profund\u0103. A\u0219adar este nevoie de noi standarde \u00een comertul online pentru magazinele care vor s\u0103 devin\u0103 o op\u021biune relevant\u0103<\/em>, spune Florin Grozea, fondator \u0219i manager al platformei digitale MOCAPP.<\/p><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Ce s-a schimbat?<\/h2>\n\n\n\n<p>Num\u0103rul magazinelor online a crescut, la fel \u0219i volumul tranzac\u021biilor \u0219i, implicit, op\u021biunile consumatorilor. Ca urmare, ace\u0219tia au nevoie de <strong>mai mult\u0103 ghidare \u00een demersul lor de achizi\u021bie \u0219i apreciaz\u0103 mai tare recomand\u0103rile disponibile online<\/strong>.<\/p>\n\n\n\n<p><strong>Conform studiului MOCAPP, peste 65% dintre cump\u0103r\u0103turile online realizate \u00een ultimele 12 luni \u00een Rom\u00e2nia s-au f\u0103cut dup\u0103 consultarea feedback-ului oferit de al\u021bi consumatori \u0219i influenceri, \u00een timp ce 57% dintre cump\u0103r\u0103torii din mediul online declar\u0103 c\u0103 nu fac niciodat\u0103 o achizi\u021bie online f\u0103r\u0103 consultarea review-urilor.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/mocapp.net\/blog\/wp-content\/uploads\/2021\/09\/MOCAPPxCultMarketResearch1-1024x576.png\" alt=\"\" class=\"wp-image-6892\"\/><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>Experien\u021bele directe pe care al\u021bi oameni le-au avut cu produsele, magazinele sau brandurile produc\u0103toare au o pondere crescut\u0103 \u00een decizia de alegere a unui produs. Cump\u0103r\u0103torii caut\u0103 informa\u021bii at\u00e2t din partea altor consumatori \u2013 care sunt u\u0219or de accesat \u2013 c\u00e2t \u0219i din partea influencerilor prefera\u021bi \u2013 \u00een care au un nivel crescut de \u00eencredere<\/em>, explic\u0103 Paul Acatrini, manager Cult Research.<\/p><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Cine cump\u0103r\u0103 cel mai mult online?<\/h2>\n\n\n\n<p>O propor\u021bie de 84% dintre participantii la studiu a f\u0103cut minimum 6 achizi\u021bii online \u00een ultimul an, iar 40% dintre ace\u0219tia au cump\u0103rat mai mult de 1 dat\u0103 pe lun\u0103.<\/p>\n\n\n\n<p><strong>Topul clien\u021bilor cu cea mai mare frecven\u021b\u0103 de cump\u0103rare (peste 15 sesiuni de shopping pe an) arat\u0103 astfel<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>cump\u0103r\u0103torii cu venituri \u00eentre 4001 \u0219i 6000 lei\/lun\u0103 (peste 55% cump\u0103r\u0103 des);<\/li><li>persoane cu venituri \u00eentre 2000 \u0219i 4000 lei\/lun\u0103 (43% fac achizi\u021bii dese);<\/li><li>clien\u021bi cu venituri \u00eentre 6001 \u0219i 8000 lei\/luna (36% cump\u0103r\u0103 frecvent).<\/li><\/ul>\n\n\n\n<p>\u00cen ceea ce prive\u0219te bugetele alocate, cei mai mul\u021bi dintre cumparatorii online (30%) au cheltuit \u00een total \u00eentre 1000 \u0219i 2000 lei \u00een 2020, urma\u021bi \u00eendeaproape (29%) de cei care au alocat pentru shoppingul online \u00eentre 2000 \u0219i 4500 lei, respectiv 23% care au cheltuit peste 4500 lei. Doar 18% dintre cei chestiona\u021bi au alocat bugete totale mai mici de 1000 lei \u00een ultimele 12 luni.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Domeniile cu interes crescut pentru clien\u021bi<\/h2>\n\n\n\n<p>Domeniile cele mai interesante sunt tehnologia (77%), urmat\u0103 de fashion (74%) \u0219i de produse beauty (56%). O surpriz\u0103 este domeniul aflat pe locul 4 &#8211; articolele \u0219i echipamentele sportive (51%) &#8211; care a dep\u0103\u0219it g\u0103titul, aflat de regul\u0103 mai sus \u00een preferin\u021bele consumatorilor de con\u021binut.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/mocapp.net\/blog\/wp-content\/uploads\/2021\/09\/MOCAPPxCultMarketResearch2-1024x576.png\" alt=\"\" class=\"wp-image-6894\"\/><\/figure>\n\n\n\n<p><strong>Singurele produse pentru care consumatorii spun c\u0103 nu au nevoie s\u0103 consulte review-uri sunt achizi\u021biile online recurente (aprovizionarea casnic\u0103), respectiv cele cu valoare mic\u0103 (p\u00e2n\u0103 \u00een 200 lei).<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Consumatorii cei mai receptivi la review-uri<\/h2>\n\n\n\n<p>Consumatorii cei mai receptivi la recomand\u0103ri digitale fac parte din generatia Y (27-39 ani), respectiv genera\u021bia Z (16-26 ani) \u0219i de asemenea cump\u0103r\u0103torii cu v\u00e2rsta peste 40 de ani.<\/p>\n\n\n\n<p>Din perspectiva veniturilor, personale, <strong>cump\u0103r\u0103torii care c\u00e2\u0219tig\u0103 peste 8000 de RON sunt cei mai receptivi; ei \u0219i-au achizi\u021bionat majoritatea produselor din ultimele 12 luni consult\u00e2nd review-urile \u0219i comentariile influencerilor sau vedetelor<\/strong>.<\/p>\n\n\n\n<p><strong>Doar 8% dintre participan\u021bii la studiu declar\u0103 c\u0103 nu sunt deloc interesa\u021bi de p\u0103rerile altora (review-uri, recomand\u0103ri) atunci c\u00e2nd fac cump\u0103r\u0103turi online<\/strong>.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>Review-urile ajut\u0103 cump\u0103r\u0103torii mai \u00eent\u00e2i \u00een faza de informare, dar apoi contribuie \u0219i \u00een etapa de confirmare a alegerilor. Consult\u00e2nd recenziile, cump\u0103r\u0103torii g\u0103sesc argumente care \u00eei fac s\u0103 se simt\u0103 mai confortabil cu preferin\u021be lor \u0219i s\u0103 con\u0219tientizeze mai bine valoarea pe care o primesc pentru produsele sau serviciile achizi\u021bionate, indiferent care este bugetul alocat<\/em>, men\u021bioneaz\u0103 Paul Acatrini.<\/p><\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/mocapp.net\/blog\/wp-content\/uploads\/2021\/09\/MOCAPPxCultMarketResearch3-1024x576.png\" alt=\"\" class=\"wp-image-6896\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Comportamentul de consum al fanilor din comunit\u0103\u021bile influencerilor<\/h2>\n\n\n\n<p>Dac\u0103 ne uit\u0103m strict c\u0103tre comunit\u0103\u021bile influencerilor, \u00een medie 40% dintre followeri sunt receptivi la recomand\u0103rile de produs, pe primul loc fiind b\u0103rba\u021bii din genera\u021bia Z, cu copii \u00een \u00eengrijire \u0219i venituri cuprinse \u00eentre 4001-6000 de lei, respectiv <strong>femeile din genera\u021bia Y cu copii \u00een \u00eengrijire \u0219i educa\u021bie superioar\u0103. Peste jum\u0103tate dintre femei spun c\u0103 primul lor g\u00e2nd, dup\u0103 ce citesc o recomandare de produs din partea influencerului preferat, este s\u0103 achizi\u021bioneze produsul, <\/strong>\u00een timp ce b\u0103rba\u021bii doresc s\u0103 g\u0103seasc\u0103 produsul \u00een motoarele de c\u0103utare \u0219i s\u0103 afle c\u00e2t cost\u0103.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Concluzii<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>Studiul MOCAPP a relevat c\u0103 ast\u0103zi preferin\u021bele consumatorilor sunt str\u00e2ns legate de recomand\u0103rile \u0219i opiniile pe care le g\u0103sim \u00een mediul digital. Problema noastr\u0103 nu mai este legat\u0103 de cantitatea de informa\u021bii, ca \u00een trecut \u2013 ci filtrarea imensei cantit\u0103\u021bi de informa\u021bii, cu ajutorul liderilor de opinie relevan\u021bi, care vin cu sfaturi, recomand\u0103ri \u0219i expertiz\u0103. Review-urile realizate de influenceri au o pondere mai mare \u00een decizia de achizi\u021bie fa\u021b\u0103 de recomand\u0103rile consumatorilor obi\u0219nui\u021bi, \u00eens\u0103 acestea din urm\u0103 sunt mai la \u00eendem\u00e2n\u0103, c\u0103ci se afl\u0103 l\u00e2ng\u0103 produs pe pagina magazinelor online \u0219i nu necesit\u0103 c\u0103utare suplimentar\u0103. Concluziile acestea sunt o oportunitate de actualizare a strategiilor de marketing pentru companiile din e-commerce. Pentru un magazin online este o decizie vital\u0103: ce review-uri colecteaz\u0103, cum le promoveaz\u0103, cum iese \u00een eviden\u021b\u0103. \u0218i repede, c\u0103ci concuren\u021ba deja o face!<\/em>, spune Florin Grozea.<\/p><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">Cum arat\u0103 un review eficient de produs\/serviciu:<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Are un punct de vedere (verdict) c\u00e2t mai clar \u0219i o not\u0103 acordat\u0103;<\/li><li>Cuprinde compara\u021bii cu alte produse\/servicii similare;<\/li><li>Include informa\u021bii despre u\u0219urin\u021ba \u00een utilizare \u0219i rezisten\u021b\u0103 \u00een timp\/\u00eentre\u021binere a produsului;<\/li><li>Este postat pe site-ul magazinului online \u0219i\/sau al produc\u0103torului \u0219i este disponibil inclusiv prin Social Media (Facebook, YouTube).<\/li><\/ul>\n\n\n\n<p><strong>Recomandarea are eficien\u021b\u0103 maxim\u0103 atunci c\u00e2nd \u00eendepline\u0219te criteriile de mai sus, iar autorul este un influencer cu credibilitate \u00een domeniul s\u0103u<\/strong>.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.iqads.ro\/articol\/56427\/studiu-mocapp-2021-57-dintre-romani-nu-cumpara-online-decat-dupa-ce-consulta\" target=\"_blank\" rel=\"noreferrer noopener\">Co<span class=\"has-inline-color has-black-color\">municat de pres\u0103 ap\u0103rut pe 23.09.2021 \u00een IQads<\/span><\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/mocapp.net\/register\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/mocapp.net\/blog\/wp-content\/uploads\/2020\/11\/NEW-CTA-2-pentru-Blog-MOCAPP-1024x512.png\" alt=\"Cont free MOCAPP - platforma influencer marketing\" class=\"wp-image-5066\"\/><\/a><\/figure>\n\n\n\n<p><a href=\"https:\/\/mocapp.net\/blog\/category\/influencer-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"has-inline-color has-black-color\">Pentru mai multe informa\u021bii despre industria Influencer Marketing, vezi AICI seria noastr\u0103 de articole<\/span><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00cen ultimul an, volumul cump\u0103r\u0103turilor online a crescut semnificativ, cu 30% conform ARMO (Asocia\u021bia Rom\u00e2n\u0103 a Magazinelor Online) datorit\u0103 contextului pandemic, iar rom\u00e2nii \u00ee\u0219i men\u021bin un apetit crescut pentru cump\u0103r\u0103turile la distan\u021b\u0103. Cum alegem produsele \u0219i magazinele cele mai potrivite [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":7373,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[52,34,35],"tags":[],"class_list":["post-6878","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-influencer-marketing","category-news","category-press"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Studiu MOCAPP 2021: 57% dintre rom\u00e2ni nu cump\u0103r\u0103 online dec\u00e2t dup\u0103 ce consult\u0103 review-uri &#187; MOCAPP<\/title>\n<meta name=\"description\" content=\"Al\u0103turi de Cult Research \u00ee\u021bi prezent\u0103m noul nostru studiu despre influen\u021ba \u00een e-Commerce: 57% dintre rom\u00e2ni nu cump\u0103r\u0103 online dec\u00e2t dup\u0103 ce consult\u0103 review-uri\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mocapp.net\/blog\/studiu-mocapp-cult-research-2021\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Studiu MOCAPP 2021: 57% dintre rom\u00e2ni nu cump\u0103r\u0103 online dec\u00e2t dup\u0103 ce consult\u0103 review-uri &#187; 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