{"id":387,"date":"2012-05-06T23:59:13","date_gmt":"2012-05-07T06:59:13","guid":{"rendered":"http:\/\/www.goodbed.com\/mattress-blog\/?p=387"},"modified":"2012-11-13T09:15:54","modified_gmt":"2012-11-13T17:15:54","slug":"where-do-mattress-shoppers-go-for-information-to-guide-their-purchase-decision","status":"publish","type":"post","link":"https:\/\/www.goodbed.com\/insights\/where-do-mattress-shoppers-go-for-information-to-guide-their-purchase-decision\/","title":{"rendered":"Where do mattress shoppers go for information to guide their purchase decision?"},"content":{"rendered":"<div id=\"tweetbutton387\" class=\"tw_button\" style=\"float:right;margin-left:10px;\"><a href=\"http:\/\/twitter.com\/share?url=https%3A%2F%2Fwww.goodbed.com%2Finsights%2Fwhere-do-mattress-shoppers-go-for-information-to-guide-their-purchase-decision%2F&amp;via=goodbed&amp;text=Where%20do%20mattress%20shoppers%20go%20for%20information%20to%20guide%20their%20purchase%20decision%3F%20-%20The%20GoodBed%20Blog&amp;related=goodbed:GoodBed+-+The+trusted+guide+for+smart+mattress+buyers&amp;lang=en&amp;count=vertical&amp;counturl=https%3A%2F%2Fwww.goodbed.com%2Finsights%2Fwhere-do-mattress-shoppers-go-for-information-to-guide-their-purchase-decision%2F\" class=\"twitter-share-button\"  style=\"width:55px;height:22px;background:transparent url('https:\/\/www.goodbed.com\/insights\/wp-content\/plugins\/wp-tweet-button\/tweetn.png') no-repeat  0 0;text-align:left;text-indent:-9999px;display:block;\">Tweet<\/a><\/div><p>It is well-known that <a href=\"http:\/\/www.furnituretoday.com\/article\/542486-Mattress_Metrics_The_net.php\">the vast majority of mattress shoppers research their mattress purchase online<\/a> before buying, even though most mattress purchases occur in a physical store.\u00a0 But, where do mattress shoppers actually go for this research?<\/p>\n<p>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 <span style=\"text-decoration: underline;\">most<\/span> important source of information they rely on when making their mattress purchase decision (only one choice was allowed) &#8212; without limiting them to just online sources:<\/p>\n<p><strong>What is the most important source of information you will rely on when making your mattress purchase decision?<\/strong> (select one)<\/p>\n<blockquote>\n<ul>\n<li>Sites containing consumer reviews &#8212; 63%<\/li>\n<li>Friends &amp; family &#8212; 8%<\/li>\n<li>Retailer sites &#8212; 8%<\/li>\n<li>Manufacturer sites &#8212; 6%<\/li>\n<li>Salesperson &#8212; 5%<\/li>\n<li>Retailer\/Manufacturer Facebook or Twitter pages &#8212; 0%<\/li>\n<li>Other &#8212; 11%<\/li>\n<\/ul>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<p>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.\u00a0 Here is what we found:<\/p>\n<p><strong>Which information source(s) will you most rely upon when making your mattress purchase decision?<\/strong> (multiple selections allowed)<\/p>\n<blockquote>\n<ul>\n<li>Sites containing consumer reviews &#8212; 60%<\/li>\n<li>Friends &amp; family &#8212; 22%<\/li>\n<li>Salesperson &#8212; 14%<\/li>\n<li>Retailer sites &#8212; 12%<\/li>\n<li>Manufacturer sites &#8212; 9%<\/li>\n<li>Retailer\/Manufacturer Facebook or Twitter pages &#8212; 8%<\/li>\n<li>Other &#8212; 14%<\/li>\n<\/ul>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"text-decoration: underline;\"><strong>Key Take-Aways:<\/strong><\/span><\/p>\n<ul>\n<li><strong>Sites with consumer reviews are far and away the most important source of information for mattress shoppers.\u00a0 <\/strong>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.<\/li>\n<li><strong>&#8220;Friends &amp; family&#8221; are a popular &#8220;other source&#8221; for information, but rarely <strong>are <\/strong>they the most important.<\/strong>\u00a0 Roughly 1 in every 5 mattress shoppers indicated that &#8220;friends &amp; family were an important source of information, making it the second most important information source overall.<strong><br \/>\n<\/strong><\/li>\n<li><strong>Company pages on traditional social media sites &#8212; ie, Facebook and Twitter &#8212; simply do <span style=\"text-decoration: underline;\">not<\/span> play an important role in influencing mattress purchases.<\/strong>\u00a0 When asked to name the most important source of information, <em>not a single respondent <\/em>chose &#8220;Retailer\/Manufacturer Facebook or Twitter pages.&#8221;\u00a0 When given the opportunity to make multiple selections, this was once again the least-selected option, and it was <em>not once<\/em> selected by itself as the only important information source.<\/li>\n<li><strong>For people that rely on &#8220;sites with consumer reviews,&#8221; this is almost always the single-most important source of information for them.<\/strong>\u00a0 As evidence, the percent of people that selected this as <em>one<\/em> important source (60%) was virtually the same as the percent of people that selected it as the <em>most<\/em> important source (63%).\u00a0 More surprisingly perhaps, we can also see that for these same people, &#8220;sites with consumer reviews&#8221; are most often the ONLY source of information they will rely on &#8212; in looking at the individual response data, we found that over 70% of these respondents selected <em>no other information sources <\/em>as ones that are important to their decision.<\/li>\n<li><strong>There does exist a minority of mattress shoppers that does not rely much on consumer reviews.<\/strong>\u00a0 For these people, the most important source of information is &#8220;friends &amp; family,&#8221; followed by a roughly even split for &#8220;salesperson&#8221; and &#8220;manufacturer \/ retailer websites.&#8221;<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<div id=\"tweetbutton387\" class=\"tw_button\" style=\"float:right;margin-left:10px;\"><a href=\"http:\/\/twitter.com\/share?url=https%3A%2F%2Fwww.goodbed.com%2Finsights%2Fwhere-do-mattress-shoppers-go-for-information-to-guide-their-purchase-decision%2F&amp;via=goodbed&amp;text=Where%20do%20mattress%20shoppers%20go%20for%20information%20to%20guide%20their%20purchase%20decision%3F%20-%20The%20GoodBed%20Blog&amp;related=goodbed:GoodBed+-+The+trusted+guide+for+smart+mattress+buyers&amp;lang=en&amp;count=vertical&amp;counturl=https%3A%2F%2Fwww.goodbed.com%2Finsights%2Fwhere-do-mattress-shoppers-go-for-information-to-guide-their-purchase-decision%2F\" class=\"twitter-share-button\"  style=\"width:55px;height:22px;background:transparent url('https:\/\/www.goodbed.com\/insights\/wp-content\/plugins\/wp-tweet-button\/tweetn.png') no-repeat  0 0;text-align:left;text-indent:-9999px;display:block;\">Tweet<\/a><\/div><p>TweetIt 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.\u00a0 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 [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[29,4],"tags":[38,33],"class_list":["post-387","post","type-post","status-publish","format-standard","hentry","category-goodbed","category-mattress-industry","tag-business-tips","tag-consumer-surveys"],"_links":{"self":[{"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/posts\/387","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/comments?post=387"}],"version-history":[{"count":11,"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/posts\/387\/revisions"}],"predecessor-version":[{"id":540,"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/posts\/387\/revisions\/540"}],"wp:attachment":[{"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/media?parent=387"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/categories?post=387"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/tags?post=387"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}