Quality Content Is Key To Driving E-Commerce Success

Internet shoppers are influenced strongly by the quality of content on web sites, a MORI survey conducted on behalf of eSubstance has revealed. The survey of almost 2,000 people has shown that 71% of Internet users say that they are certain or more likely to buy a product or service from a website if it provides good quality content. More than 60% say that reliable content would also positively influence their decision to visit or bookmark a website.

eSubstance's findings confirm that content, rather than flashy graphics and colourful designs, is the crucial factor in encouraging customers to part with their pound over the Internet.

Jeffrey O'Rourke, Chief Executive of eSubstance says: "It's clear that Internet users have ever greater expectations from web sites. The best sites offer much more than an online shopping catalogue-they also provide substantial editorial that is compelling enough in its own right to attract customers and keep them coming back. Businesses need to ensure that their sites offer consumers distinctive and reliable content to help drive e-commerce."

Key findings of the eSubstance survey include the following:

• Books are more likely to be seen as trustworthy sources of information than newspapers or the Internet. The majority (56%) see books as most trustworthy, followed by 16% who rate newspapers and just 9% web sites.
• The emphasis on books as more trustworthy is more pronounced among women.
• Content and information are particularly important for those aged 25-54 compared with both the younger and older public.

Technical details

MORI interviewed a nationally representative quota sample of 1973 British adults between 15 and 20 February 2001. Interviews were carried out face-to-face in respondents' homes, using CAPI (Computer Assisted Personal Interviewing). Data have been weighted to reflect the national population profile