90% of Online Shoppers Check Product Descriptions, But Only 30% Read Thoroughly; Top Reason for Abandonment is 'Too Long'
A survey by 'Alulu Creation Mall,' operated by System Research Co., Ltd., revealed that while 90% of online shoppers check product descriptions, only 30% read them completely. The primary reason for abandonment was 'too long,' and the key factor for purchase was 'being able to visualize usage.'
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- 📰 Published: April 25, 2026 at 19:20
- 🔍 Collected: April 25, 2026 at 11:01
- 🤖 AI Analyzed: April 25, 2026 at 11:24 (22 min after Collected)
System Research Co., Ltd. (Headquarters: Nagoya City, Aichi Prefecture), which operates 'Alulu Creation Mall' (hereinafter, Alulu Mall), conducted a survey on 'product descriptions in online shopping' targeting men and women aged 20-60 nationwide who have experience with online shopping.
The results showed that while 90% of online shoppers check product descriptions, only 30% read them thoroughly. The most common reason for stopping reading was 'the text is too long.'
Furthermore, over 60% of respondents stated they 'only read parts they are interested in,' indicating that many users select and read necessary information rather than the entire text.
Survey Results:
■ 90% or more check product descriptions, but only 30% read thoroughly
When asked how much they read product descriptions in online shopping:
'Always read thoroughly' was 30.4%, and 'only read parts I'm interested in' was 62.6%, totaling 93.0% who check product descriptions.
However, with over 60% saying they 'only read parts I'm interested in,' it shows that many users select and read necessary information rather than the entire text.
■ First thing checked is 'price/cost-effectiveness' 49.7%
Regarding the information checked first in product descriptions, 'price/cost-effectiveness' was the most common at 49.7%.
'Size/color/specifications' followed at 33.3%, indicating a tendency to first check information directly relevant to decision-making.
■ Top reason for abandonment is 'the text is too long' 36.3%
Regarding reasons for stopping reading product descriptions, 'the text is too long' was the most common at 36.3%.
'Content is difficult to understand' followed at 28.1%, and 'cannot find the information I want' at 22.8%.
■ Key purchase factor is 'can visualize usage' 29.8%
Regarding reasons for deciding to purchase after reading product descriptions, 'could specifically visualize its use' was the most common at 29.8%.
'Felt it suited me' followed at 25.7%, and 'satisfied with quality/material' at 22.8%.
■ Outside of descriptions, 'reviews' are referenced by 53.2%
Regarding information referenced other than product descriptions, 'reviews' were the most common at 53.2%.
'Photos' followed at 28.1%.
■ Product descriptions are 'checked,' but not necessarily 'read thoroughly'
From this survey, it was found that while many users check product descriptions, only 30% read them thoroughly, and many select and read necessary information.
'The text is too long' was the most frequently cited reason for abandonment, indicating that a large volume of information does not necessarily lead to being read to the end.
Also, since 'being able to specifically visualize its use' was the most common factor in purchase decisions, it is thought that product descriptions require a structure that is easy to understand in a short time.
Furthermore, it was found that over 50% of people refer to 'reviews' besides product descriptions, indicating that information other than the description is also checked.
Details of the survey results here:
https://alulu.com/media/tips_ecitemdesc/
*Request for citation/reprinting of data
When using the survey results and images from this release, please set a link to the official website URL of 'Alulu Creation Mall' (https://alulu.com/) as the source.
[Survey Overview]
Target: Online shoppers aged 20-60 nationwide
Survey period: April 8, 2026
Survey institution: Crowdsourcing site
Survey method: Calculate response ratios for each question item
Valid responses: 171 people
[About Alulu Creation Mall]
'Alulu' values not only the appeal of products and services but also 'who you buy from,' offering a wealth of content that conveys the history of shops, the passion of producers, and the personality of artisans. Customers can encounter products they love after learning about their stories. We will continue to strive to be a place where 'people (stores) and people (customers)' gather and connect.
■Alulu Mall
https://alulu.com/
■Inquiries
https://alulu.com/contact/
[Company Overview]
Company Name: System Research Co., Ltd.
Head Office: 2-12 Iwatsukahondori, Nakamura-ku, Nagoya City, Aichi Prefecture, 453-0861
Representative Director and President: Hiroshi Hirayama
Company Website: https://www.sr-net.co.jp/
The results showed that while 90% of online shoppers check product descriptions, only 30% read them thoroughly. The most common reason for stopping reading was 'the text is too long.'
Furthermore, over 60% of respondents stated they 'only read parts they are interested in,' indicating that many users select and read necessary information rather than the entire text.
Survey Results:
■ 90% or more check product descriptions, but only 30% read thoroughly
When asked how much they read product descriptions in online shopping:
'Always read thoroughly' was 30.4%, and 'only read parts I'm interested in' was 62.6%, totaling 93.0% who check product descriptions.
However, with over 60% saying they 'only read parts I'm interested in,' it shows that many users select and read necessary information rather than the entire text.
■ First thing checked is 'price/cost-effectiveness' 49.7%
Regarding the information checked first in product descriptions, 'price/cost-effectiveness' was the most common at 49.7%.
'Size/color/specifications' followed at 33.3%, indicating a tendency to first check information directly relevant to decision-making.
■ Top reason for abandonment is 'the text is too long' 36.3%
Regarding reasons for stopping reading product descriptions, 'the text is too long' was the most common at 36.3%.
'Content is difficult to understand' followed at 28.1%, and 'cannot find the information I want' at 22.8%.
■ Key purchase factor is 'can visualize usage' 29.8%
Regarding reasons for deciding to purchase after reading product descriptions, 'could specifically visualize its use' was the most common at 29.8%.
'Felt it suited me' followed at 25.7%, and 'satisfied with quality/material' at 22.8%.
■ Outside of descriptions, 'reviews' are referenced by 53.2%
Regarding information referenced other than product descriptions, 'reviews' were the most common at 53.2%.
'Photos' followed at 28.1%.
■ Product descriptions are 'checked,' but not necessarily 'read thoroughly'
From this survey, it was found that while many users check product descriptions, only 30% read them thoroughly, and many select and read necessary information.
'The text is too long' was the most frequently cited reason for abandonment, indicating that a large volume of information does not necessarily lead to being read to the end.
Also, since 'being able to specifically visualize its use' was the most common factor in purchase decisions, it is thought that product descriptions require a structure that is easy to understand in a short time.
Furthermore, it was found that over 50% of people refer to 'reviews' besides product descriptions, indicating that information other than the description is also checked.
Details of the survey results here:
https://alulu.com/media/tips_ecitemdesc/
*Request for citation/reprinting of data
When using the survey results and images from this release, please set a link to the official website URL of 'Alulu Creation Mall' (https://alulu.com/) as the source.
[Survey Overview]
Target: Online shoppers aged 20-60 nationwide
Survey period: April 8, 2026
Survey institution: Crowdsourcing site
Survey method: Calculate response ratios for each question item
Valid responses: 171 people
[About Alulu Creation Mall]
'Alulu' values not only the appeal of products and services but also 'who you buy from,' offering a wealth of content that conveys the history of shops, the passion of producers, and the personality of artisans. Customers can encounter products they love after learning about their stories. We will continue to strive to be a place where 'people (stores) and people (customers)' gather and connect.
■Alulu Mall
https://alulu.com/
■Inquiries
https://alulu.com/contact/
[Company Overview]
Company Name: System Research Co., Ltd.
Head Office: 2-12 Iwatsukahondori, Nakamura-ku, Nagoya City, Aichi Prefecture, 453-0861
Representative Director and President: Hiroshi Hirayama
Company Website: https://www.sr-net.co.jp/