Shoppers Browse on their Phones, and Buy on Their Desktops During the holiday season of 2016, smartphones accounted for…
If you own just about any kind of business, we certainly hope you’re already aware that you need to be selling online. But before developing marketing and retail strategies to attract online shoppers, it’s crucial to know who you’re selling to. That’s why today we’re presenting 10 facts you need to know about who is shopping online in 2018.
During the holiday season of 2016, smartphones accounted for 41% of visits to retail websites, but only 21% of purchases. Smartphones finally surpassed desktops in terms of total visits to retail sites during Q4 of 2017, but accounted for only 20% of total purchases, while desktops were used for a whopping 70% of total purchases. We’d expect those numbers flip at some point, but it’s essential for retailers to cultivate content and shoppability for both devices.
A Statista study found that in Q3 of 2017, the countries with the highest rates of internet users who had made at least one online purchase in the past month were China, South Korea, Germany, the U.K., and Indonesia (83, 83, 82, 81, and 79% respectively). The USA has been catching up quickly, with a current penetration rate of 77%.
An October 2016 study of global online shoppers found that the largest segment, 31%, bought something online once a month. 16% bought something once a week, 23% once every 2 weeks, 17% a few times per quarter, and 12% about once every three months.
For most major and minor purchases, customers still report a preference for the in-store experience. However, when buying books, music, movies, video games and toys, the majority of customers prefer to buy online. As technology gets better at giving online consumers more visual and tactile information about big ticket items like electronics, cars, and fast moving consumer goods, we expect online shopping gain popularity. Another study found that 27% of consumers would be willing to buy something online that cost $1000 if offered free returns. That number dipped to just 10% of consumers if free returns were unavailable.
A Business Insider study found that one in four online shoppers were age 55 or older, which corresponds directly to their representation of the US population. While there is a perception that Millenials are the average online shopper, research indicates that members of Generation X actually spend the most money online, and that Baby Boomers are willing to shop on the internet as well!
A CMO study found that while social media referrals doubled between 2015 and 2017, they accounted for only 3% of overall referrals to retail sites. Natural search was the most common method of referral, with 41% of all retail visits. So while maintaining an active and engaging social media presence is sure to be important in the future, ensuring that Search Engine Optimization and online content are working for you will ensure a profitable present!
A recent study of EU countries found that 64% of online shoppers had bought clothes or sporting goods online in the past year. The second most popular category was travel arrangements and accommodation, which had been purchased by 53% of consumers. Fast moving Consumer Goods such as fresh food, wine and alcohol, packaged groceries are some of the least purchased items right now, with only 15-24% of online shoppers buying them.
While women are estimated to control approximately 80% of household spending, men are more likely to shop online (69% to 66% among EU internet users). An American survey found that 40% of men aged 18 to 34 said they would “ideally buy everything online” as opposed to 33% of women. Psychological studies have shown that men value the utility and convenience of online shopping far more highly than women.
Surveys have found that as many as 71% of consumers feel they will get a better deal online than in brick and mortar stores. This perception is sure to fuel growth as technology makes shopping online easier than ever.
A Daily Telegraph survey of British online shoppers found that one in five consumers admitted to buying things online while intoxicated. The average amount spent was £142, but a significant percentage of shoppers spent as much as £500. The same survey found that 53% of intoxicated consumers made their purchases through Amazon, and that the most common drunken purchases were clothes, holidays, and electronics.
As these statistics indicate, the average online shopper is ANYONE! Young, old, male, female, Asian, American or European, drunk or sober, more and more people across all demographics are spending their money online. As a retailer, it’s time to get serious about creating marketing and sales strategies that harness the potential of the emerging ecommerce market. We at Adimo are here to help!