An online survey conducted by one of leading e-retailers in Japan, Ai-LAND Co., Ltd., based at Shibuya-ku, Tokyo, found that “a product photo” most significantly influences online food shoppers when they make a purchase. The poll carried out in four weeks since Oct. 29, 2015 was validly responded by 808 consumers.
The latest report on the survey, released by Ai-LAND, revealed that some changes took place in online shopping behaviors over the three years from 2012. To a multiple-answer question of “which factor most significantly influenced your decision to shop online food products,” 47 percent of the respondents chose an answer of “a product in a website picture looked so delicious,” 7 points up over the 2012 survey. An answer of “a good taste of the product was felt through a product description” was chosen by 38 percent of the respondents, 5 points up over the previous survey.
The percentage of respondents marking a reply of “a purchase of the product had benefits of free shipping and shopping points” continuously hit the highest score of 61 percent in 2015, but declined by 8 percentage points from 2012.
77 percent of online shoppers polled said “cakes and sweets are most frequently purchased” among food products that they like to buy at e-commerce food stores.
(Feb. 16, 2016)