How American Consumers Shop Online
ChannelAdvisor released the second part of the bi-annual study related to consumer buying behavior. Maybe the most important finding for online retailers is that consumers are researching more and spending less. While people are spending a higher percentage of their online time to research products and prices, consumers reporting to spend $0-$20 on online purchases monthly increased by 11 percent (vs Q1 2009) and spenders of over $76 per month decreased by 9 percent.
Another interesting finding is that consumers don’t really realize where they buy, 17 percent believed they had actually purchased a product from Google or other major search engine and 7 percent believed that they had purchased a product from Shopping.com, Shopzilla or PriceGrabber!
Free shipping, product reviews and ratings, free returns and ability to view products from multiple angles are the most influential purchase drivers for on-site purchases with an increasing trend for free shipping and returns, as well as for the website security signs – HackerSafe, Verisign, etc.
While search engines remain the essential starting point to a purchase, 81 percent of consumers begin their product searches with Google and 11 percent begin with Yahoo, but Bing’s ad click rate is 50 percent higher than Google’s and 20 percent higher than Yahoo’s!
You can download the full study from here
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