Retailers rank among the greatest influencers on people’s watch buying decisions

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Retailers have more influence over the watch people buy than almost any other factor, according to research by Hearst, publisher of Harper’s Bazaar, Esquire, Men’s Health and Red magazines.

Hearst’s Big Watch Survey was completed by 8169 individuals, who shared information on the watches they own, the brands they most admire, and how their purchasing decisions are affected by media, marketing and other factors.

Watch retailers ranked as far more influential than social media when it comes to consumers deciding which watch to buy.

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Over one third (36%) of respondents to the Big Watch Survey said that “speaking to a retailer for advice” was important to their decision-making. This compares to just 21% who turned to social media for help.

It is likely that retailers score so well because they are seen as experts by the watch-buying public.

Perceived expertise is the biggest influencer of all. Almost half (47%) of respondents said that their watch purchasing decisions are influenced by the opinions of watch critics and/or evaluation by magazines.

35% search for blogs about watches as part of their watch buying research.

Insight: Corder’s Column: Britain’s biggest retailers are the new digital influencers

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