Total users: 45
Youngest: 17
Oldest: 62
Avg Age: 34
Avg Income: 65-85K CAD
Common Locations: Plateau, Outremont, Griffintown, Verdun, Longueuil
The target user is a young working professional residing in one of Montreal’s wealthier neighborhoods. Their income is on the higher end of the national average salary.
75% of participants often or very often shop for furniture online, giving the reason that more convenience and a wider selection to find the perfect item.
85% of the participants use a mobile device
Participants NOT confirming a purchase online gave the reason “not enough customer reviews to make an informed decision”
70% of participants stated ‘finding the perfect item’ as their main reason for making a purchase online
98% of participants need the online retailer to offer a secure checkout, stating that card security and the threat of fraud online is a big worry
58% of participants stated they were more likely to commit to a purchase if there is over 25, 5 star reviews