Jun 30, 2016
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Online shoppers are browsing longer, using multiple devices, study shows

Jun 30, 2016

A global report on online shopping behaviour, taken from the first quarter period in 2016, revealed 42 percent of online purchases happen within the first hour of a shopper's browsing session.

Online shoppers are browsing more, and across multiple devices, before returning to original product - Archivo

Monetate, the group responsible for study of online shopping habits of 7 billion people, surmised that the majority of sales are made at some other time after being online for one hour session. This means shoppers are looking elsewhere after their initial browse, according to Lucinda Duncalfe, president and CEO, Monetate.

"Only 42 percent of purchases in the first quarter occurred within the first hour of a shopper's browsing session. This is incredibly important for brands to understand," said Duncalfe.

"More than half of shoppers are spending a lot of time in a lot of different places on a lot of different devices before they come back and buy what originally caught their eye. It's critical then that brands ensure a customer's shopping experience picks up where it left off, no matter the time or device."

The Monetate report revealed 9 percent of all purchases happen in the six hours immediately following a shopper's first visit, while 6 percent of all purchases happen roughly one day after a shopper first visited a site. Only 5 percent of all purchases happen nearly two days after a shopper first visited a site, said the report authors.

A consumers' preferred online shopping device is still the desktop computer. Over the course of the three-month period, 90 percent of shoppers commenced their browsing on a desktop, while 91 percent completed their purchase on a desktop.

"But that doesn't necessarily mean everything is happening on the desktop," said report authors.

Though 75 percent of all page views occurred on a desktop, the peak of the device's popularity correlates with work hours, namely 8am–4pm.

Outside those hours, desktop remains strong, but mobile devices and tablets account for roughly 40–45 percent of page views during commuting hours, early mornings, and late nights, said the report.

"The big news here is how differently customers behave when using more than one device to complete a purchase. There's a good reason to pay attention to these device figures, especially the first device used in a purchase process," said Duncalfe.

"That's because the first device used is, more often than not, also the device that gets used to complete the purchase. When you understand the broader customer behaviour trends including purchase duration, time of day, and device type, you can optimise the shopping experience for each of your customers."

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