探花精选

This post originally appeared on the of Inbound Hub. To read more content like this, subscribe to Sales.

There's a lot of talk around the changing sales and online marketing landscape. But this evolution is driven by one important factor: the customer.

The way people buy products and services online has dramatically changed over the years -- and these days, the customer has more power than ever. To understand more about what influences today's customer, the folks at analyzed a range of ecommerce sites to give us a broader understanding of what people value when shopping online.

While these findings may be specific to online ecommerce shops, we believe there's some valuables lessons here for all business types. Take a look, and keep reading below for some tweetable takeaways.

Why People Buy: 8 Important Takeaways

1) The top factor driving purchasing decision (56%) is product quality.

2) The most important store features driving purchasing decision (80%) is competitive pricing.

3) 62% of shoppers research big-ticket items in-store before buying online.

4) 9 out of 10 say they watch videos about the tech products they may buy.

5) 54% of shoppers are smartphone owners, and 76% of smartphone owners use them while shopping.

6) 81% say posts from their friends directly influenced their purchasing decision.

7) 30% are most likely to respond to brand offers when they have been reposted by a friend.

8) 44% of people are most likely to engage with branded content that contains pictures; video content is close behind at 40%.