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SA consumers learn before they buy

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At a time when most consumers are spending conservatively, with a hawkish eye on every last rand, value for money has become paramount.
Long gone are the days when people sign on to mobile contracts on a whim, or buy insurance products at the behest of a smiling salesman. With deep-seated economic and political uncertainty prevailing, consumers are looking to inform themselves as best they can before spending a cent.
“The good news for sceptical South Africans is that a host of new and sophisticated digital tools are coming online, giving people much-needed access to information,” says Ryan Marx, CEO of CompareGuru, a site which draws on independent research to help consumers choose between products in the mobile, broadband, banking and insurance spheres.
“However, as more of these platforms become available, the key differentiator will be the credibility and transparency of the data, as well as the perceived authority and expertise behind any advice given.”
Having only launched two months ago, the CompareGuru site has already recorded more than 100 000 unique visitors.
“We have also seen a remarkably high number of average daily new users to the site, which is sitting at well over 7 000,” adds Marx. “These numbers are reflective of the way in which consumers are now conducting lengthy and in-depth research into various product categories and options before buying.”
According to CompareGuru, the average site visitor is 40 years or older, with most visitors browsing on mobile devices. User interests range from movie and TV lovers to news and political junkies, celebrity followers, social media addicts and travel buffs.
Tellingly, CompareGuru’s industry articles which have attracted the most user interest in the past month have included:
* Top 5 Asked Questions About The New Car Licence Renewal Laws;
* 12 SA Expressions That Drive The World Crazy;
* The Truth Behind Speeding Fines In South Africa; and
* What South Africans Should Really Pay For Fuel.