
The 29 Stages of Shopping Brits Go Through When Buying
Shopping for clothes is an emotional rollercoaster with Brits going through as many as 29 different stages before finally making a purchase, a study has found.
A poll of 2,000 adults revealed the process of finding something you like and then buying it involves an hour and 20 minutes of mulling things over, and getting the opinions of two other people.
Shoppers will also watch videos of celebrities or models wearing the items to see how it looks in real life before deciding whether or not to buy something.
And while men are just as thorough with their shopping research, women are twice as likely to screenshot a picture of themselves in an outfit to friends, while one in 10 will send a video of themselves to a girlfriend for approval.
The stats emerged in a study by Brightcove and also found one in six shoppers are more likely to buy something if they can watch a video of it being worn or used.
Mark Blair of Brightcove said: When we are shopping and parting with our hard-earned money, it can be a long time between seeing something we like and actually deciding to buy it.
It's often not as simple as just walking into a shop or going on to a website and buying the first thing you see.
Technology has changed the way we shop and thanks to video and social media, it's now easier than ever before to get the opinions of others or see clothes and accessories captured in ways other than the still images we were once used to.
Video allows us to find out even more about a product before we buy it, meaning we can be completely sure that it is right for us.
Researchers found the first key stage of buying a new outfit is checking the website in question offers free delivery; Brits will then go on to surf several other sites before reading relevant reviews.
A savvy 34 per cent of shoppers will then hunt for money-off vouchers, in a bid to save the pennies and bag a bargain.
While the fifth most popular stage of shopping involves filling the basket with clothes, with a view to returning later once a decision has been made.
Three in 10 shoppers will continue to compare their in-basket items with other purchases, while 22 per cent will add items to wish-lists and the same percentage will make the effort to go in-store to try clothes on.
Other common shopping stages include adding the same item but in a variation of sizes and colours to the basket, asking colleagues what they think, and emailing partners for an opinion.
A fifth of shoppers will even check their bank balance before hitting the buy' button.
The study shows Brits love to watch a video before making a purchase, and for 18 per cent, a celebrity endorsement immediately makes an item feel more luxurious.
Thirteen per cent expect to see a video of a product before buying it, and 23 per cent claim the production of the video definitely influences their decision to purchase.
TOP 29 STAGES OF SHOPPING
Check for free deliver - 50.10%
Surf several websites looking for suitable items - 41.05%
Look at reviews - 38.20%
Find money off voucher - 34.25%
Put the item in your basket and leave it there - 32.75%
Compare with other items - 27.95%
Add the item to my wish-list - 22.10%
Go to a shop to try the item on once you've seen it online - 21.65%
Order an item and decide you don't like it - 18.60%
Put everything you like in your basket then deleting the ones you can't afford - 18.60%
Take a couple of items out of basket - 18.60%
Generally indulge in mindless browsing - 18.30%
Look at bank balance - 18.00%
Buy 2 different sizes/2 different styles and sending back the ones you don t like - 17.40%
Put lots of items in the basket - 13.10%
Look for inspiration from Instagram stories / Snapchat videos - 10.40%
Add the same item but in different sizes / colours into your basket before deciding which on - 9.85%
Send pics or videos of you in the clothes to your friends for their advice - 9.50%
Asking colleagues what they think - 8.70%
Email your partner to ask them what they think - 8.65%
Screen-shot an outfit and send to a friend / WhatsApp group to review - 8.25%
Keep an item and hope you come to like it in the future - 8.25%
Twisting your screen round to show colleague(s) the item you like - 8.10%
Watch fashion inspired YouTube videos - 8.05%
Look at sizes and flick between two sizes because you don't want splash out on both - 7.95%
Email colleagues/ friends or relatives a link to it to see what they think - 7.40%
Click on videos to watch what the product really is like - 7.25%
Order my chosen item every time I shop - 3.40%
Look at the store's Instagram page to see lifestyle image using item (so I can envisage it) - 3.30%
The study was commissioned by Brightcove and conducted by OnePoll. 2000 respondents responded to questions between 17 May - 21 May 2018.
ENDS
For more information, contact:
Rowan Adams, Head of Press
radams@brightcove.com
07378892926
About Brightcove
Brightcove Inc. (NASDAQ:BCOV) is the leading global provider of powerful cloud solutions for managing, delivering, and monetizing video experiences on every screen. A pioneering force in the world of online video since the company's founding in 2004, Brightcove's award-winning technology, unparalleled services, extensive partner ecosystem, and proven global scale have helped thousands of companies in over 70 countries achieve better business results with video. To learn more, visit www.brightcove.com.
Most recent headlines
13/03/2025
(L-R) Stephanie Suganami, Tatanka Means, John Malkovich, Ayo Edebiri, and Juliette Lewis attend the premiere of Opus at Eccles Theatre in Park City. (Photo by...
13/03/2025
Spotify took center stage at the London Book Fair this week, reaffirming our commitment to the audiobook market and showcasing our impact on the publishing indu...
13/03/2025
At Spotify, we work every day to lift up new voices, giving creators the opportunity to live off their art. Through Spotify Audiobooks, our in-house publishing ...
13/03/2025
Every time airborne law enforcement (ALE) teams fly, they expect their equipment to perform. Whether airborne units are conducting support for ground teams, bor...
13/03/2025
Sunday February 9 saw the annual return of the US' biggest television event, the Super Bowl LIX. Jamie McCombs, Fox Sports Audio Consultant / Sr. Audio capt...
13/03/2025
On Sunday March 2, stars across the film industry gathered at the Dolby Theatre in Los Angeles for the 97th Academy Awards. Production Sound Mixer Paul Sandweis...
13/03/2025
WUPPERTAL, Germany Riedel Communications will feature its new StageLink family of smart edge devices, Smart Audio and Mixing Engine (SAME) and Virtual Smart Pan...
13/03/2025
TAG Video Systems and Harmonic Partner to Deliver Enhanced Real-Time Monitoring ...
13/03/2025
DigitalGlue Invites NAB Visitors to Experience New Features in Managed Storage P...
13/03/2025
FOR-A America Theme - Connecting the Present, Building the Future - Comes to Lif...
13/03/2025
CTIA, the wireless industry association, has named former FCC Chairman Aji Pai as its President and Chief Executive Officer, effective April 1. He replaces Mere...
13/03/2025
he National Association of Broadcasters is urging the FCC to end its investigation of that controversial CBS interview with Kamala Harris stating there is no ...
13/03/2025
MIAMI CBS News & Stations continues to expand its use of augmented and virtual reality technologies with the planned launch of an augmented reality/virtual real...
13/03/2025
Srividhya Srinivasan, co-founder and chief customer success & innovation Officer at Amagi, tells TVBEurope how staying ahead of the latest trends is essential f...
13/03/2025
WASHINGTON FCC Chairman Brendan Carr announced that the agency has launched a massive, new deregulatory initiative that could potentially subject virtually all ...
13/03/2025
SUNNYVALE, Calif. SDVI has announced that it has integrated its Rally media supply chain management platform with the Spectra Vail multi-cloud data management s...
13/03/2025
ATLANTA Gray Media has announced that the Federal Communications Commission (FCC) has granted a waiver of its local ownership rules to permit Gray Media to acqu...
13/03/2025
TV Tech: What do you anticipate will be the most significant technology trends at the 2025 NAB Show?...
13/03/2025
Watch Student Naomi Soleils Folk Pop Performance on The Voice The songwriting major sang Stars by Grace Potter and the Nocturnals during the blind auditions.
...
13/03/2025
Roku Debuts NWSL Zone' Within Roku Sports to Spotlight Live Games, Content Feature marks Rokus first women's league-branded zone within service By Bra...
13/03/2025
Pixels, Images, Video, AI - and Us: A Perspective on AI from NDI Inventor Andrew...
13/03/2025
SVG New Sponsor Spotlight: Lighting Design Group's Steve Brill, Dennis Size ...
13/03/2025
IOC, Comcast NBCU Ink $3B Media-Rights Extension for Olympic Games Through 2036;...
13/03/2025
NCAA March Madness Live Returns with Expanded Availability of MultiView Vertical...
13/03/2025
SVG Sit-Down: Cosm's Devin Poolman on What It Takes To Deliver the Immersive...
13/03/2025
Sky Business, Sky's B2B division, providing connectivity and content to busi...
13/03/2025
Rohde & Schwarz launches R&S NRP140TWG(N) thermal power sensor: A new benchmark ...
13/03/2025
We asked the questions, analysed the answers and now we're excited to share the results of the fifth edition of the ICG Marketing Survey.
Our 2025 survey p...
13/03/2025
SAN JOSE, Calif. - March 13, 2025 Harmonic (NASDAQ: HLIT) today announced a breakthrough in video streaming innovation with the launch of new origin capabilitie...
13/03/2025
Haivision Showcases Mission-Critical Video Solutions at SOF Week 2025
Haivision's video wall systems, ISR technology, and DoDIN APL-certified video distri...
13/03/2025
Company Leads the Way with New Software-Based Production Platform, 12G Switcher,...
13/03/2025
A new Apple Immersive concert experience, Metallica, is coming to Apple Vision Pro this Friday, March 14. Filmed in Mexico City during the sold-out second-year ...
13/03/2025
Here is your host, Patrick Kielty!
Shake your Shamrocks, Patrick Kielty will be...
13/03/2025
This St. Patrick's weekend, RT invites you to celebrate all things Irish, showcasing the very best of Irish sport, entertainment and live coverage from the...
13/03/2025
What's next in AI is at GTC 2025. Not only the technology, but the people and ideas that are pushing AI forward - creating new opportunities, novel solution...
13/03/2025
Facebook
Twitter
LinkedIn
By combining T-Mobile's robust network, Thal...
13/03/2025
Bundle up - GeForce NOW is bringing a flurry of Blizzard titles to its ever-expanding library.
Prepare to weather epic gameplay in the cloud, tackling the genr...
13/03/2025
AI is leveling up the world's most beloved games, as the latest advancements...
13/03/2025
PC game modding is massive, with over 5 billion mods downloaded annually. Mods p...
12/03/2025
O Spotify acaba de lan ar o relat rio Loud & Clear deste ano, uma vis o transpar...
12/03/2025
Spotify acaba de presentar el informe Loud & Clear de este a o, una mirada trans...
12/03/2025
Ramadan, a period of profound spiritual significance for Muslims worldwide, is a time for fasting, prayer, reflection, and community. Enrich your experience thi...
12/03/2025
Spotify has just unveiled this year's Loud & Clear report, a transparent loo...
12/03/2025
More than 70% of FAST programming has been produced since 2010, according to new Gracenote report
NEW YORK March 12, 2025 Gracenote, the content data busin...
12/03/2025
GEONA, Nev. Independent digital and linear advertising rep firm Viamedia will adopt cloud-based ShowSeeker Pilot as its primary ad campaign and order management...
12/03/2025
BRUSSELS Mediagenix has announced that Wael Yasin has joined the company as sales director Central Europe....
12/03/2025
LONDON A new study highlights opportunities for shoppable TV and the massive impact online consumer spending is having on the economy, with Omdia predicting tha...
12/03/2025
CUPERTINO, Calif. Interra Systems has announced that Comcast Technology Solutions has integrated recent updates to BATON Version 9 into its operations....
12/03/2025
Nevion announces new 400G addition to its eMerge SDN media fabric offering
Brie Clayton March 12, 2025
0 Comments
High-capacity switch enhances existi...
12/03/2025
DaVinci Resolve Studio Delivers Cinematic Sound for Adam Bol
Brie Clayton March 12, 2025
0 Comments
Feature film relies on DaVinci Resolve Studio for ...