Only 11 pct of Romanians buy jewelry online

Most Romanians (83 percent) prefer to buy jewelry from specialized stores, while only 11 percent buy it online, reveals a study conducted by iSense Solutions. One reason behind this preference is the advice given by specialized staff in the stores, 63 percent of respondents indicating it as the main source of information for a purchase. However, 50 percent of the Romanians get informed also from websites specialized in selling jewelry.

According to the study, young people are more receptive when it comes to online acquisitions, so that Romanians aged between 25 and 34 years old are more likely to buy online, especially pendants. In contrast, young people aged 15-24 years old could be persuaded to buy more jewelry from online stores if they benefit from advantages such as jewelry engraving (49 percent), finger size estimation (47 percent) or specialized consultancy on the type of jewelry that fits each person (33 percent).

Also, if the majority of young people aged 25-34 prefer gold jewelry (55 percent), 63 percent of those aged between 15 and 24 years old are interested more in silver jewelry.

The study conducted by iSense Solutions reveals as well that women buy jewelry to wear it, while men are more interested in buying jewelry to offer it as a gift.

Another interesting difference between men and women is the criteria underlying the decision to purchase. For example, men are more attracted than women by the shop’s renown (45.7 percent versus 36.9 percent of women) and by the jewelry’s brand (45.8 percent versus 39.8 percent), while women are more influenced than men by prices (89.6 percent vs. 80.4 percent) and by promotions (80.2 percent versus 70.6 percent).