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1A Service
INFLUENCERS OF SPEND ONLINE - USA
E-commerce Shopper Insights
April 2013MALCOLM PINKERTON
Research Director
2
1. Introduction
2. Key Findings & recommendations
3. Setting the scene
4. The influencers of spend online
5. Charts & data tables
6. Methodology
ContentsContents
1. Introduction
4
E-commerce shopper assessment: The drivers & influencers of spend
1. Introduction1. Introduction
We surveyed almost 15,000 shoppers in 10 key e-commerce markets to not only find out about levels of spend online but to get a clear understanding of what drives people to shop online; what influences their purchasing decisions; how they could be encouraged to shop more via the internet; and what is important to them when doing so. This report looks at online shoppers in the USA.
What would encourage more
online shopping?
What is important when deciding
where to shop?
What influences consumers choice of
retailer online?
What do consumers expect from a
website?
2. Key Findings
6
Key Findings: Major drivers and influencers of spend online
2. Key Findings2. Key Findings
Encouraging online shopping
62%Better
security & protection
56%More mobile
friendly websites
53%Easier returns
& refunds
Influencing choice of retailer
76%Free delivery
& returns
58%Ease of use
& quick checkout
58%Discount codes & vouchers
Important when decision where to shop
68%Value &
price
57%Cost of delivery
32%Range ofproducts
Important features of a website
59%Easy to use
58%Good product information
55%Good quality
images
3. Setting the Scene
88
Entertainment and electricals make up the majority of online spending.
3. Setting the Scene3. Setting the Scene
Source: Planet Retail
4%
$8.3
bn
$39.
6bn
$34.
5bn
$27.
7bn
22% 19% 15%
Ente
rtai
nmen
t
5%
$8.7
bn
15%
$26.
9bn
13%
$24.
1bn
7%
Gro
cery
Cons
umer
El
ectr
onic
s
Clot
hing
&
Foot
wea
r
Offi
ce S
uppl
ies
Hom
e
Hea
lth &
Bea
uty
Dig
ital M
edia
$12.
1bn
$182bn spent online in 2012
Proportion of online spend by category:
47%of US consumers shop online
2.3average number of online shopping trips per month
4. The Influencers of Spend Online
10
Providing multi-channel fulfilment, such as instore collection, pick-up points, collection lockers, etc. is now essential in appeasing online shoppers, and influences their decision of where to shop online.
Consumers now want greater convenience and the ability to collect their purchases.
Multi-channel fulfilment is now having a significant role in influencing the choice of retailer.
4. The Influencers of Spend Online4. The Influencers of Spend Online
24%37%would be encouraged
to use a retailer online if it offered convenient collection points or instore collection 16% collect an item instore after
purchasing online
use collection points - such as a local store not belonging to the retailer where purchase was made
12%
10% use collection lockers - typically located in malls or stations - to collect their online purchases
9% say that ease of collecting purchases is important when deciding where to shop online
63%of over-55s would be encouraged to use a retailer if they could collect their online purchases from a collection point or instore
53%of 18-34 age group would be encouraged to use a retailer if they could collect their online purchases from a collection point or instore
51%would be encouraged to shop online if it was more
convenient to get their purchases using self-collection services
such as instore collection
6. Methodology
12
E-commerce shopper assessment.
We surveyed almost 15,000 shoppers in 10 key e-commerce markets to not only find out about levels of spend online but to get a clear understanding of what drives people to shop online; what influences their purchasing decisions; how they could be encouraged to shop more via the internet; and what is important to them when doing so.
The research was conducted using online panels through our trusted partner, the market research agency Research Now. The questionnaire asked about the online shopping behaviour and attitude of consumers across 14 categories, shopping via a computer, mobile and tablet.
14,689shoppers surveyed
10key
markets
14shopping categories
ComputerMobileTabletused to shop online
6. Methodology6. Methodology
13
E-commerce shopper assessment.
An average of 1,500 shoppers in each of the 10 key markets were surveyed.
1,457USA
UK1,501
Italy1,378
Brazil1,548
France1,504
Germany1,566
India1,313
Russia1,526
China1,371 1,525
Japan
6. Methodology6. Methodology
14
Malcolm Pinkerton is a Research Director, based in London, responsible for Planet Retail’s e-commerce coverage. Malcolm has been analysing and researching the industry since 2004, specialising in e-commerce and multi-channel retailing. He has worked for the British Retail Consortium, Verdict Research and most recently the retail research agency ABA Market Research. Malcolm regularly presents Planet Retail’s views to senior industry and professional services audiences as well the media. He holds a Bachelor of Science in industrial systems & business management from the University of Westminster, London.
All images ©Planet Retail Ltd unless otherwise stated.
Author
MALCOLM PINKERTONResearch Director
MALCOLM PINKERTONResearch Director
15A Serviceplanetretail.net
Researched and published by Planet Retail Limited
Company No: 3994702 (England & Wales) - Registered Office: c/o Top Right Group Limited, The Prow, 1 Wilder Walk, London W1B 5AP
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