The Blog

Expo CEO Daphne Kwon on New Info Shoppers

March 20th, 2009

Sean P. Egan of iMedia Connection wrote an article titled Reach consumers who friend before they spend, about “New Info Shoppers” who seek out opinions from other consumers online before making a purchase - even for smaller-ticket items like toothpaste.

Expo CEO Daphne Kwon shared her thoughts on the New Info Shopper:

“To us, the New Info Shopper is not really new, but they were super-enabled by a lot of the tools the internet provided,” says Daphne Kwon, CEO of ExpoTV, a social-networking site featuring thousands of consumer-generated video product reviews.

Consumers are not only looking for information from advertisers, but also from people who have spent their own money on a product and can share their experience with it. Another excerpt from the article is here:

“Advertisers are trying to tell you what they consider the most important, salient facts about what you should know, and that’s not necessarily what I want to know,” Kwon says, wearing her consumer hat. “It’s a piece of it, but not all of it.” She believes both expert- and user-generated information about a product are necessary for a shopper to make a truly informed purchase decision, citing the example of a keyboard: A shopper might locate lots of information from a manufacturer on why its keyboard is designed a certain way, but she also needs input from people who’ve actually used the thing — and spent their hard-earned money on it.

To read the full article, click here.

Entry Filed under: News & Updates