Nearly half (47 percent) of consumers in the United Kingdom believe detailed product information is a critical factor of an e-commerce web site in driving them to make a purchase, according to Stibo Systems, a major player in master data management.

The findings, which feature in a report  entitled 'The Devil is in the Details', highlight that while consumers are crying out for more detailed product information, they still believe more could be done by businesses to achieve this. Thirty percent of consumers feel that more detailed product information is the best way to improve online shopping web sites, ahead of all other factors, including more personalized promotions (17 percent), better search capabilities (14 percent) and email or text alerts notifying consumers when sold-out products are back in stock (12 percent).

As e-commerce on smartphones and tablets begins to mature, the research also explores which industries are in the firing line if product information is not detailed and regularly updated on their mobile site or app. Consumers who regularly shop using mobile apps are most likely to buy from entertainment and grocery apps, with 32 percent and 24 percent of mobile shoppers purchasing from these industries, respectively.  According to the findings, over 37 percent of consumers who own a smartphone haven't made purchases because of the lack of product details on an app or because of inconsistencies in information with other channels.

A total of 2,000 U.K. consumers were surveyed using Toluna Quick Surveys in August 2010. A full copy of the research is available from the provider.

Source: Stibo Systems