When the stats don’t add up to the story

I’ve often used 247electrical to get an idea of prices when looking for an electrical item. I found the cheapest supplier of iPod Touches (is that the right plural?) when I bought mine (it was Dixons “The Link” Online in the end) through there.

According to NetImperative, traffic to price comparison sites is down as people go straight to the branded sites – 30% down to 247electrical in particular.

Dominic Yacoubian, 247electrical’s owner, suggests that shoppers are retreating to the branded sites in order to be sure of their money.

I’m not so sure. It’s difficult to get any view of the traffic to branded sites as a whole, as we’ll rely on named retailers and manufacturers giving is the info. But I wonder if a 30% drop in traffic is more symptomatic of a drop in people spending money whilst they remained concerned about a recession. I wonder if people just don’t want to buy anything right now – bargain or not.


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