Posts categorized ‘Survey’
In concordance with our recent survey, we’ve produced an infographic displaying some of the data from our Tablet & Mobile Shoppers Holiday Plans research. Nearly half of online shopping will take place on tablets this year. Have you optimized your experience across multiple touch points to make sure you’re encouraging sales?
We dive into how people plan to shop across devices, including PCs, tablets, and mobile, as well as gender and age specific trends. What surprises you?
For more information on this topic, download the full 2012 Tablet & Mobile Shoppers Holiday Plan Survey. It dives into deeper detail of what we found!
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There have been some speculations about how the emergence of digital touch points would affect traditional brick and mortar stores. While digital touch points such as smart phones and tablets have indeed soared in popularity, notions of digital touch points displacing physical stores are not yet apparent. Evidence rather proves that one supports the other.
With more than 80 percent of shoppers having a smart phone, the retailer can actually leverage the smart phone to offer a better experience for shoppers. Their task is made easy by the fact that shoppers do not hesitate to use their smartphones when shopping.
A 2012 Vibes report “Understanding the Showrooming Shopper” suggests that 33 percent of smart phone owners use the device to compare items in a store with the ones available at a competitors place, 31 percent use the smart phone when shopping to look up to a product review, and 27 percent use the device to scan the QR code. 20 percent of the shoppers research the store’s website, 17 percent download the app provided by the store, and 10 percent send a text message seeking information. 48 percent of the shoppers reveal that indulging in research when shopping makes them feel better about the products they purchase.
The retailer that makes product information (including reviews, comparisons and relevant deals) to shoppers through smartphones increases the chance of purchase. 14 percent of the shoppers reveal that such information prompted them to make purchases that they would otherwise not have made.
Even if a shopper does not make a purchase immediately, the retailer need not despair. 29 percent of shoppers who visited a shop made a purchase from the store’s online portal as opposed to 25 percent who purchased from a competitors portal.
Retailers must be ready to roll out the red carpet through improved online presence, and optimized websites for tablets and smartphones. Are you there?
Having a good product is not enough to drive online sales. There are many other customer frustrations that inhibit sales.
The survey reveals that 39 percent of shoppers are put off if they do not find enough information on the products they plan to purchase. 34 percent of the shoppers are put off by slow loading websites and 29 percent of the shoppers are peeved at product images being too small.
Rich content overcomes frustration and drives purchasing. 48 percent of the shoppers prefer detailed product descriptions, 42 percent of them want detailed product reviews and 31 percent of them want product ratings.
Online catalogs are best to fulfill all these requirements while still overcoming traditional impediments that create customers pet peeves in the first place. For instance, emarketers upload smaller images to prevent slow loading of websites, but that does not obviously help. A digital catalog helps to overcome a Catch-22 situation.
A good case in point is the digital catalog from Spanx:
- Large, high-resolution images deliver maximum visual impact and provide alternative views to narrate the product story, doing away with the lack of adequate product information while still making the page visually pleasing.
- Information such as “Fit Tips” and “Size Charts” provides detailed information on the product specs and educates customers on how to use such information. This information comes up as pop-ups when the user hover above these links, which means that the catalog delivers rich information without clutter or intruding into the browsing.
- A “You may also like” bar at the end provides links to related products, providing the viewer with easy access to the relevant alternatives in case the customer is not convinced about purchasing the product on display.
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The 2011 Holiday Shopping Survey conducted by Equation Research on over 1500 US based online shoppers spread across age, gender and income levels presents some interesting findings.
87 percent of all tablet owners revealed their intention to shop through the tablets during the holiday season. 53 percent of them expressed their intention not just to research and discover, but also purchase using the tablet. The figure is set to rise further with 49 percent of the respondents anticipating that they will purchase more using tablets in 2012. A high figure denotes the arrival of the tablet as a major ecommerce medium.
The most popular items of interest among holiday shoppers who use the tablet is electronics. 60 percent use the tablet to browse for electronic goods and 53 percent actually make a purchase. Clothing comes next with 52 percent of tablet owners browsing for clothes and 40 percent making a purchase. Toys, Music and Books rank next in popularity, in that order.
The tablet has over time proven itself as a device that inspires people to shop. 65 percent of the tablet owners are inspired to shop, compared to 35 percent of the non-tablet owners. The inspiration stems from the ability of the tablets to facilitate the discovery of products better. Digital websites contribute significantly in this aspect.
Tablets also facilitate browsing and discovery in a “lean back and relax” environment, something other digital mediums fail to provide. 50 percent of all tablet owners feel inspired to discover and eventually purchase when they are on the couch, while another 20 percent feel so when they are in bed.
So, how about creating that digital catalog?
When it comes to ecommerce, tablets are already standing up on their own. The proportion of online visitors using tablets versus visitors using smartphones or desktop PCs is rising. According to the results of the 2011 Adobe’s Digital Marketing Insights report, analyzing a rich database of 16.2 billion visits covering 150+ retail websites, makes it apparent that etailers who neglect the tablet do so at their own peril.
Only four percent of all ecommerce visitors are via tablets. This figure however, signifies a fast rising segment, for the proportion was just one percent in January 2011 – a jump of over 300 percent in less than a year. During the same period, the percentage of visitors accessing ecommerce sites using smartphones rose from three percent to six percent, an increase of 100 percent.
A far more startling revelation pertains to the average order values (AOVs). While tablet users had an AOV of $123, desktop users had an AOV of $102 and smartphone users had an AOV of $80. In other words, an online shopper using a tablet spends about 20 percent more than those shopping via a desktop PC, and an average tablet user spends about 50 percent more than an average smartphone user when purchasing online.
When it comes to conversions, the tablet has already made its mark. The average conversion rate of visitors using tablets were 2.3 percent, compared to 2.5 percent for desktops and 0.6 percent for smartphones.
The higher figures for tablets could be because tablets, being expensive devices, are purchased by high net worth individuals who would likely purchase more. In fact, the survey shows that most tablet owners are in the 18-34 age group, and 29 percent of them have an annual income exceeding $75,000. It would be interesting to watch how these figures add up in the next couple of years when inexpensive tablets start hitting the markets.
Despite the differences in uses and tablets, it is important to create an experience that can be optimized on all devices. Zmags strives to make this easy for our clients by creating one experience and publishing to multiple touch points, creating a cohesive approach for all users.