- Posts tagged eShopping
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Technographics Of Affluent Men [CHART]
An overwhelming preference among affluent males (70%) to research and buy online as opposed to researching online and purchasing in store, provides unique opportunities for advertisers to capitalize on this audience’s behaviors. And while the majority of purchases are still made on PCs, the affluent male is doing more and more research on mobile devices, making a multi-channel approach necessary. Some details:
The vast majority (91%) access a PC at least once daily, while 77% have a mobile smartphone and 50% own a tablet.
Engagement with these devices is high across the board – almost 100% of survey respondents report using their PCs and mobile smartphones at least daily and 85% reporting daily use of tablets.
When an affluent male has daily access to tablet, he is 32% more likely to have made a purchase via the device.
In terms of visibility, 71% have seen ads on a PC while one in three has seen ads on a mobile phone or tablet.
At-Home Device Use For Purchases [CHART]
inmobi-at-home-devices-purchasefunnel-may2012.jpgThe proportions of tablet and laptop owners using their devices at home at different stages in the purchase path are almost on par, according to a report released in May 2012 by InMobi and Mobext. Basing their findings on research conducted from January to April 2012 across 8,400 panelists in 5 markets (India, South Korea, the UK, the US, and France), the companies found that 69% of laptop users make purchases in the home, compared to 63% of tablet users. Laptop users and tablet users also show similar levels of device usage at home for product awareness (64% and 61%, respectively) and active evaluation (62% and 58%, respectively). Read the rest at Marketing Charts.
QR Code Scanning By Store Type [CHART]
For US smartphone owners who report using their devices while shopping in-store (”smartphone shoppers”), the degree to which they engage in various activities differs by the type of store they are in, says Nielsen in May 2012 survey results. For example, 57% have scanned a QR code for product details while in an electronics store, compared to 36% who have done so in a department store, the next most-popular location for this activity. Other stores where smartphone shoppers have scanned QR codes are mass merchandisers (31%), grocery stores (26%), office supply stores (20%), clothing stores (16%), and convenience stores (8%). Just 5% have done so in a furniture store, and only 2% in a dollar store. Read the rest at Marketing Charts.
Browsing vs. Purchasing: Smart Phone Owners' Shopping Behavior [CHART]
Smartphone owners are more likely to say they enjoy shopping on an online website than in a physical store (69% vs. 64%), but it turns out that they are far more likely to window shop online rather than offline, according to Wave Collapse survey results released in May 2012. Examining respondents’ behaviors across different purchase platforms, the report finds that when in a physical store, 74% mostly purchase, rather than mostly browse (26%). The opposite is true for online channels, such as online websites (71% vs. 29%), mobile websites (76% vs. 24%), and mobile applications (71% vs. 29%), where a clear majority said they mostly browse rather than mostly purchase.
In fact, respondents were more likely to have purchased something from a physical store (87%) in the past week than any other channel, including an online website (60%). They were also more likely to have bought multiple times from physical stores than from online channels. Read the rest at Marketing Charts.
Frequency Of Online Grocery Shopping [CHART]
While many consumers are doing pre-purchase research ahead of going to the grocery store, a much smaller percentage are actually buying groceries online. April 2011 data from AlixPartners found that just 2% of total grocery spending was attributed to the online channel. But while the user base may be small, it’s active. Only twenty-four percent of internet users surveyed by Allrecipes.com in March 2012 had ever bought groceries online, but among those who had done so in the past year, 43% shopped online weekly and 12% monthly. Read the rest at eMarketer.
Mobile Shopping Behavior, By Smart Phone vs. Standard Phone [CHART]
Meanwhile, data from the Placecast report indicates that 47% of mobile phone users believe that it is at least somewhat important for them to be able to make a purchase on their device, marking a 27% rise from 37% who felt that way in the 2010 survey.
Among smartphone and cell phone owners combined, 1 in 5 said they had made a purchase on their device in the past year, with smartphone owners three times more likely than standard cell phone owners to have done so (34% vs. 11%). Other activities performed by a higher proportion of smartphone owners than cell phone owners included accessing the website of a merchant where they typically shop (44% vs. 13%), downloading an application from a merchant where they typically shop (34% vs. 7%), using a barcode scanning app to comparison shop (24% vs. 6%), and purchasing something due to an email from a merchant they have signed up with (20% vs. 6%). Read the rest at Marketing Charts.
Weekly Shopping Chores, By Gender/Generation [CHART]
The leading source of disruption may be obvious: sales or promotions, cited by 66% of shoppers in a January 2012 Integer Group and M/A/R/C Research survey. Coupons followed at 30%, while the next most popular reason shoppers buy items they did not intend to purchase beforehand provides insight into a different type of trigger: Twenty-three percent added a nonessential, on-the-spot item to pamper themselves, proving that marketers should never underestimate the sway of an emotional appeal. Read the rest at eMarketer.
Top Drivers Of Repeat Online Business [CHART]
worldpay-top-drivers-repeat-business-april2012.jpgIt seems that online merchants may not know their customers as well as they think, finds WorldPay [download page] in an April 2012 report. The survey asked more than 19,000 global online shoppers what it takes to bring them back to a site for a repeat purchase, and compared the responses to those from 153 senior decision-makers who had responsibility for the online payment process of their retail organizations. The most common priorities listed by the global online shoppers were the security of their personal or financial information (75%), payment security checks (66%), and guarantees and warranties provided for products or services (57%). By contrast, merchants listed the top drivers as the design and layout of their website (67%), the quality of the website navigation (62%), and the overall speed of the buying experience (62%).
Of note was the finding that cheapest prices (52%) and how well-known the brand or retailer is (39%) were not among the top priorities for customers. Read the rest at Marketing Charts.
Growth/Decline Of Online Spending, By Country [CHART]
Looking at how online spending has changed since the start of the global recession, WorldPay discovered that 63% of consumers in China report spending more online, compared to just 5% who say they spend less. This net growth of 58% was far higher than the nearest country, India, with net growth of 30% (45% vs. 15%). By contrast, only 22% of consumers in the US report spending more online since the start of the global recession, compared to 32% who report spending less, for a net 10% decline.
This boom in spending in China correlates with December 2011 results from Translated’s T-Index, a statistical index that determines the online market share per country by combining the internet population and the corresponding GDP per capita. That research forecast that the US (16.8%) will fall behind China (18.8%) in online market share by 2015, despite having more than double the share in 2011 (24.4% vs. 11.5%). Read the rest at Marketing Charts.
Share Of Disposable Income Spent Online By Country [CHART]
US consumers spend 23% of their disposable income online, slightly higher than the 22% average across 15 countries studied by WorldPay [download page] in an April 2012 report. Online consumers in India were found to spend the greatest share of their disposable income online, at 33%, followed by those in China (31%), Brazil (27%), and the UK (25%). Within the US, 8% of respondents - who were required to have shopped online within the past 6 months - said that they already spend more than 50% of their disposable income online - compared to 11% in the UK (the highest proportion among the countries), and the total sample average of 7%. Read the rest at Marketing Charts.
