• 71 per cent of UK consumers cite price as a key factor when making a purchasing decision
• 95 per cent of Europeans state that voucher codes do not negatively impact brand perception
• Nearly half of Europeans find trying products for size a major obstacle when buying online

London, 6th July 2010 – affilinet, the specialist affiliate marketing company, today announces results of a major piece of European research exploring the online purchasing habits of consumers and how they respond to the techniques brands are adopting to better engage with them.

UK consumers care most about price when making a purchase
71 per cent of UK consumers marked price as a major factor when making a purchasing decision, ranking the UK as the most cost-conscious market in Europe. In contrast, only half of French consumers (53 per cent) cited price as a major factor, highlighting product features (76 per cent) as the most important factor. The Dutch also place the emphasis on product features (41 per cent). Spanish consumers are most receptive to personal recommendations via online channels such as email and social networks, with over a third (35 per cent) highlighting this as key.

In the UK, those from the north-west are the most price conscious, with 81 per cent of consumers highlighting price as a major part of the purchasing process. However when it comes to age, the responses are quite different, with 65 per cent of 18 to 24 year olds saying the price of a product is irrelevant.

Peter Rowe, Managing Director, affilinet UK comments, “It’s interesting to note that different markets have such a varied response to what makes them purchase a product. The one size fits all approach to marketing has had its heyday and it is important for businesses to carefully determine what has most resonance with different audiences.”

Voucher codes do not impact consumer perception of the brand
95 per cent European consumers of stated that voucher codes do not have a detrimental impact on the way they perceive a company. Adding extra weight to this finding, the results of the research found that half (46 per cent) felt that voucher codes improved the relationship they hold with the brand.

The research also highlights how promiscuous consumers can be, particularly in the UK where 81 per cent of shoppers show little brand loyalty if a competing brand is prepared to offer an incentive such as a cash-back reward. Consumers situated north of Yorkshire and south of Scotland showed least brand loyalty on this point, with 90 per cent saying that a cash back reward would make them switch to a competitor.

Rowe continues, “Incentives such as voucher codes and cash back rewards clearly have resonance with consumers. However, businesses need to find ways to integrate these offers intelligently into campaigns to ensure they continue to have mass appeal and that consumers don’t begin to rely on the company as a ‘discount brand.’ It is up to affiliate marketers to help direct consumers on the right path to the best product, at the best time and at the best price.”

Trying products out major obstacle for European consumers when purchasing online
Nearly half (47 per cent) of European consumers believe that difficulty in trying products for size is a major obstacle when buying online. Security of payment was the biggest obstacle for French and German consumers when purchasing online, with 57 per cent of respondents from both countries citing this as a perceived problem when carrying out transactions. Lack of face-to-face service time was the biggest issue with Dutch consumers when buying on the internet, with 28 per cent of their respondents citing this as a major obstacle.

UK consumers revealed themselves as the least concerned about buying products over the internet, with 22 per cent claiming they have absolutely no issue with making purchases online. Nearly a third of consumers (31 per cent) living in the midlands had no qualms with online purchases, making the area the most e-tail friendly in the UK.

Rowe adds, “It’s great to see that British consumers are so confident in making purchases online. Where trying products out via an online outlet might have been an issue in years gone by, many e-tailers now have well drilled processes in place to make it easy for items to be returned on a no-fee policy. E-tailers are continuing to create ever-more consumer friendly and secure environments to make purchases, but there still seems to be a need to communicate this to consumers. ”  

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Methodology
affilinet commissioned Toluna to survey 2,000 respondents across UK, Spanish, German, French and Dutch markets. The research was carried out in June 2010.

For further information, please contact:
Giles Barron
Hotwire
020 7608 8355
Giles.Barron@hotwirepr.com   

About affilinet:
Founded in 1997, affilinet is one of the most established affiliate networks in Europe, offering unrivalled experience, knowledge and heritage in the marketplace. With presence in 7 countries across Europe, affilinet have over 1,600 affiliate programs on the network.
 
affilinet focuses on generating ROI for its clients utilising the affiliate channel to drive sales and leads for brands from a broad range of industries including travel, retail, finance, telecommunications, not-for-profit, FMCG and automotive. Its clients include Debenhams, Fly Thomas Cook, Harveys The Furniture Store, Interflora, Lancôme, Matalan, Next, Smirnoff and Virgin Holidays.
 
affilinet and sister company Sedo are owned by Sedo Holding, formerly known as AdLINK Group.