When asked to consider and rank five different aspects of the eyeglasses they recently purchased, most recent buyers thought that the fit of the frames on their face was the most important factor when settling on the frame they purchased, according to The Vision Council‘s VisionWatch 2011 Fashion vs. Function Eyewear Report.
In fact, 47.1% of recent eyeglass buyers ranked “fit of frame” as the top factor, and only 5.4% ranked the fit of the frame as last on the list of factors presented. The second most important factor considered when purchasing eyeglasses was the perceived durability of the frames that were bought. Over 1/6 all recent eyeglass buyers (17.5%) rated the durability of the frame as the most important factor in the decision to purchase the specific frames they bought. After the fit of the frame, the durability of the frame and the style of the frame, consumers are likely to consider the material of the frame when making an eyeglass purchase.
About 8.7% of recent eyeglass buyers rated the material of the frame as the most important factor when recently making an eyeglass purchase. On the other side of the spectrum, about 7.3% of recent eyeglass buyers considered frame material as the least important purchase factor. Frame material was more important amongst men and women, while older eyeglass buyers valued material more than younger eyeglass buyers.
In aggregate, among the five factors surveyed, the designer name of the eyeglass frame purchased was universally ranked as the least important decision factor considered when consumers recently purchased their eyeglasses. While 77.8% of recent buyers considered the designer name of the frame as the least important purchase decision factor, there were some consumers that considered the designer name of the frame when making their last purchase. In fact, approximately 6.7% of recent eyeglass buyers actually ranked the brand name of the eyeglass frame as the most important purchase decision factor. Typically men, younger eyeglass buyers and eyeglass buyers who also use contact lenses tended to place relatively higher importance on the designer name of the frame when making their last eyeglass purchase.