It is well-known that the vast majority of mattress shoppers research their mattress purchase online before buying, even though most mattress purchases occur in a physical store. But, where do mattress shoppers actually go for this research?
Looking for some current data on this, we did a survey in April 2012 of active mattress shoppers on GoodBed, asking them what is the most important source of information they rely on when making their mattress purchase decision (only one choice was allowed) — without limiting them to just online sources:
What is the most important source of information you will rely on when making your mattress purchase decision? (select one)
- Sites containing consumer reviews — 63%
- Friends & family — 8%
- Retailer sites — 8%
- Manufacturer sites — 6%
- Salesperson — 5%
- Retailer/Manufacturer Facebook or Twitter pages — 0%
- Other — 11%
We then asked the same question again to a different group of people, but this time allowed them to select multiple information sources, just as they are allowed to do in real life. Here is what we found:
Which information source(s) will you most rely upon when making your mattress purchase decision? (multiple selections allowed)
- Sites containing consumer reviews — 60%
- Friends & family — 22%
- Salesperson — 14%
- Retailer sites — 12%
- Manufacturer sites — 9%
- Retailer/Manufacturer Facebook or Twitter pages — 8%
- Other — 14%
- Sites with consumer reviews are far and away the most important source of information for mattress shoppers. Overall, more than 6 in every 10 mattress shoppers indicated that consumer reviews are the single-most important source of information to their purchase decision.
- “Friends & family” are a popular “other source” for information, but rarely are they the most important. Roughly 1 in every 5 mattress shoppers indicated that “friends & family were an important source of information, making it the second most important information source overall.
- Company pages on traditional social media sites — ie, Facebook and Twitter — simply do not play an important role in influencing mattress purchases. When asked to name the most important source of information, not a single respondent chose “Retailer/Manufacturer Facebook or Twitter pages.” When given the opportunity to make multiple selections, this was once again the least-selected option, and it was not once selected by itself as the only important information source.
- For people that rely on “sites with consumer reviews,” this is almost always the single-most important source of information for them. As evidence, the percent of people that selected this as one important source (60%) was virtually the same as the percent of people that selected it as the most important source (63%). More surprisingly perhaps, we can also see that for these same people, “sites with consumer reviews” are most often the ONLY source of information they will rely on — in looking at the individual response data, we found that over 70% of these respondents selected no other information sources as ones that are important to their decision.
- There does exist a minority of mattress shoppers that does not rely much on consumer reviews. For these people, the most important source of information is “friends & family,” followed by a roughly even split for “salesperson” and “manufacturer / retailer websites.”