Online Shopping Profiles and Path-to-Purchase Funnels Reveal Significant Insights for Brands, Advertisers, and Marketers
San Francisco, CA – February 15, 2018 – Verto Analytics (http://vertoanalytics.com), the consumer-centric audience measurement company, today released a new report titled, “The E-Commerce Ecosystem: The State of Cross-Device Digital Shopping,” prior to the company’s annual hosting of its partners and customers at Mobile World Congress taking place in Barcelona this month. The report provides contextual and granular insight into today’s cross-device consumer online shopping behavior along with factors that shape their buying journey.
With the proliferation of online shopping, fueled increasingly by mobile devices and integrated advertising within social media platforms, retailers are tapping into e-commerce sales now more than ever before – the National Retail Federation projects online retail sales will grow between 10 and 12% this year. Verto’s report used its existing cross-device consumer-centric audience measurement methodology, analyzing a representative panel of U.S. consumers (ages 18 and above) in December 2017, tracking their behavior as it relates to cross-device online shopping and the path to purchase, to show what consumers are doing as they research, browse, and purchase goods online. With cross-device usage embedded in consumer behavior, having deeper insights into online shopping habits will help advertisers, brands, and marketers identify touchpoints, refine messaging tactics, and optimize the customer experience.
The report provides detailed analysis of two significant components of online shopping behavior:
- The online shopper profile: looking at specific sub-segments of the overall user base according to age, gender, and behavioral attributes, such as the time of day or day of the week they shop online
- Path-to-purchase: analyzing time spent across a variety of apps and web services along the consumer’s buying journey
Verto’s data shows that while online shopping is a near-ubiquitous activity with 96% reach of the adult online population, habits are significantly different across age and gender. For instance, it is well known that women shop significantly more than men, but Verto’s data shows the early hours of the morning (2-5am) is the only time of day when men actually surpass women in online shopping. Regarding age, Gen X (ages 35-54) shops online more than any of the surveyed age groups, including millennials, baby boomers and those aged 75+.
In addition to demographic differences, usage of e-commerce properties varies throughout the day and week – while Target experiences a boost in traffic on Sundays, it still does not outrank Amazon, which is the most dominant online shopping brand throughout the day. As indicated by this range in use, Verto Analytics’ analysis shows shopping is fully entrenched in consumer multitasking behavior, as consumers fold shopping sessions into other online activities (as well as looking at other shopping apps) as they move across devices and screens.
“Our data shows that consumer online shopping behavior has become normalized within their multitasking routine, making it increasingly important for brands and advertisers to accurately identify their target audience,” said Hannu Verkasalo, CEO of Verto Analytics. “With behavior dependent on factors such as age, gender, income, time, and day of the week, e-commerce apps and web services are in a heated race to capture consumer attention and influence their path-to-purchase – ultimately avoiding the dreaded abandoned shopping cart.”
Findings from the report include:
- Online shopper profiles
- 35% of online shoppers shop only on mobile devices, while 18% of online shoppers shop only on a PC device. However, the majority of total online shoppers use multiple devices in e-commerce.
- While total amount of time spent shopping on mobile devices experiences consistent activity throughout the day, time spent shopping on PCs shows a distinct peak between 6-9pm.
- The super shopper is a 47 year-old woman with a household income under $50,000 who spends 44 hours per month (nearly two whole days) shopping online, spending the majority of her time on Amazon, eBay, Walmart, and Craigslist.
- The majority of adult online shoppers are Gen X (35%), ahead of millennials (30%), baby boomers (31%), and those aged 75+ (5%). And millennials are most well-represented as light shoppers (based on amount of time spent per month), comprising 35% of that category.
- A heavy shopper will visit or use an online shopping property for 27 days over the course of a 30-day month – or near-daily online shopping activity.
- Total amount of time spent shopping online shows a spike in user numbers in the evening, but the average session durations are longer in the mornings, especially during 8-10am.
- When it comes to multitasking – one session during which at least four different apps are used with at least seven different “shifts” (from app to app) – the average shopping device session includes six distinct apps.
- Shopping apps are being used before and after other shopping apps (i.e. using Amazon and Target) in 23% of all shopping device sessions that occur on PCs, smartphones, and tablets. Social media and communications apps are used before and after shopping apps nearly 20% of the time.
- More specifically, Google, Amazon, and Facebook are the top 3 apps used before and after shopping apps. The presence of Amazon indicates almost all consumers are using Amazon in every online shopping session.
Verto Analytics’ single-source, passive measurement methodology is based on behavioral data gathered from a panel of consumers that owns and uses multiple devices. We measure from the point of consumer interaction across all platforms, media, content, and devices. Our panelists, who are compensated for their participation depending on their demographics, opt-in to install a measurement app on their digital devices.
Verto’s “The E-Commerce Ecosystem: The State of Cross-Device Digital Shopping” report is available to download here. To learn more about the report’s findings, attend a webinar on the topic on February 22 3:00 p.m. ET. Or, meet with the Verto team in Hall 8.1 – App Planet Stand #8.1K24 at Mobile World Congress in Barcelona.
About Verto Analytics
Verto Analytics is a media measurement platform that offers a holistic view of the consumer — their behavior along with demographics, lifestyles, attitudes, and interests. Verto owns and operates a single-source, passively metered panel that gives us the power to measure behavioral changes over time across all media — second by second. Through a platform that democratizes behavioral research, brands, publishers, and researchers can benchmark against competitors and the market, fill in the gaps in the consumer journey, and identify ways to increase engagement and loyalty.