WSJ talks about the New Info Shoppers; we've got them

Came across this fantastic article in the Wall Street Journal today – all about what they are dubbing "New Info Shoppers".

These are people who don't buy anything until they go online and read everything they can about it. I think many retailers and manufacturers have become accustomed to individuals doing research before buying big ticket items like cars, appliances and travel. However, what was really fascinating was their description of how in the current economic climate people are shopping smarter and are now looking for information and reviews on even small everyday purchases – like shampoo.

Our experience at Viewpoints absolutely confirms this to be true. While we do have an enormous amount of reviews on 'big purchase' items, people also have tons of questions and interest in finding more about the products they use every day. Check out some examples:

The Mr. Clean Magic Eraser, costing less than $10, has over 600 reviews on our site - http://www.viewpoints.com/Mr-Clean-Magic-Eraser-Extra-Power-reviews

Similarly, consumers can read over a 100 reviews from people who seem to LOVE Miracle Grow Plant Food - it's recommended 99% of the time! Enthusiasts have even uploaded tons of photos to show and share how well their plants have grown after feeding them Miracle Grow.

Finally, check out this individual review written about the Acai Berry Cleanse (a diet product). It's been voted to be helpful over 260 times! Even more interestingly, look at the hundreds of comments and questions posed by other consumers. The author of the review – known as MommaHunt in the Viewpoints community – takes the time to respond to the comments. It's another example of consumers seeking credible product information before they decide whether or not to purchase something. Do you think "MommaHunt" has influenced purchase behavior on the Acai Berry Cleanse? ABSOLUTELY!!

Closing thoughts from the WSJ article -

The point is that advertising isn't just moving to the Web, it's got to grapple with an entirely new kind of shopper and way of shopping. Marketers now have to balance traditional media, online media, and content that is generated by experts, bloggers and consumers themselves. An astonishing 70% of Americans now say they consult product reviews or consumer ratings before they make their buying decisions. Sixty-two percent say they spend at least 30 minutes online every week to help them decide what and whether to buy. Among Americans under 45, that number shoots up to 73%. Seventy-three percent -- that's more than four times the percentage in that age group who go to church every week. For some, smart shopping is more than a hobby. It's a religion.

If you are a marketer trying to find the best way to interact in this new landscape – we'd love to talk. We can help.