Study: Consumers satisfied with online jewelry buys

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Study: Consumers satisfied with online jewelry buys

September 26, 2008

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Paso Robles, Calif.—Just over one-third of Jewelry Consumer Opinion Council (JCOC) panel members purchased fine jewelry online this year, with more than half spending between $101-$500 on a single jewelry style, according to the latest study by the JCOC.

The JCOC's August Omnibus study, conducted between Aug. 28-Sept. 5, also shows that 84 percent of respondents were satisfied or extremely satisfied with the quality of their online jewelry purchases.

Of those who purchased fine jewelry online, 31 percent prefer shopping from a well-known fine-jewelry retailer's Web site, while more than two-thirds prefer shopping at that retailer's store.

Seventy-six percent of panelists said they believe that when shopping at a well-known fine-jewelry retailer, online has better prices, and 80 percent believe that shopping online is more convenient than shopping at the retail store.

When results were further analyzed by age, 28 percent of the engagement-age group (18-39 years of age) indicated they shop online and are more likely than other age groups to prefer shopping at Amazon.com, Blue Nile and eBay. All three sites have bridal products.

The 60-plus age group showed that when purchasing from a well-known retailer, more then 38 percent prefer purchasing from that retail store's Web site as opposed to their physical store.

When asked to rate the importance of the following aspects of their shopping experience when visiting a fine-jewelry Web site this year, panelists said the most important attributes of a fine-jewelry Web site are the description of the product and the quality of photos.

When respondents were asked about what would improve their online shopping experience, the three most adamant responses were more affordable prices, free shipping and more detailed jewelry images.

"We believe that consumers are looking to buy, and would buy, more jewelry product online if there were more well-designed, comprehensive, e-commerce sites available to them," Liz Chatelain, the president of MVI Marketing Ltd., the parent company of the JCOC, said in a media release.

Google is the most commonly used search engine by 27 percent of panelists when searching for fine jewelry. Another 11 percent of panelists stated they use multiple search engines when searching for fine jewelry online.

For complete report details, visit the JCOC's Web site, JCOC.info.

The JCOC, a division of MVI Marketing Ltd., provides the fashion, finance, gem, jewelry, media and retailing industries with fast, effective and powerful market intelligence about jewelry products and the end-consumer. The JCOC is an e-panel of more than 100,000 North American consumers who represent all ages, genders, income levels, buying categories and geographic regions.

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