We conducted a qualitative user study with 77 consumers to investigate what social aspects are relevant when supporting customers during their shopping activities and particularly in situations when they are undecided. Twenty-five respondents (32%) reported seeking extra information on web pages and forums, in addition to asking their peers for advice (related to the nature of the item to be bought).
Moreover, from the remaining 52 subjects, only 6 (8%) were confident enough to make prompt comparisons between items and an immediate purchasing choice, while 17 respondents (22%) expressed the need for being away from persuasive elements. The remaining 29 respondents (38%) reported having a suboptimal strategy for making their shopping decisions (i.e. buying all items, not buying, or choosing randomly). Therefore, the majority of our participants (70% = 32% + 38%) had social and information needs when making purchasing decisions. This result motivates the development of applications that would allow consumers to ask shopping questions to their social network while on-the-go.