For the mobile shopper, no venue is off limits.
Retailers have acknowledged, with a wink and a nod and even a holiday shopping day called Cyber Monday that consumers shop when technically they should be doing something else, such as working.
But with the rise of tablets, laptops and smartphones, no place is off-limits as a mobile shopping venue—and that includes the pub, the car and even the bathroom, according to findings released Wednesday in the Global Online Shopper Report. The report was commissioned by WorldPay to survey consumers and senior decision makers from global retail merchants in order to identify the shopping habits of consumers around the world.
The findings showed that e-shoppers are increasingly varying the devices they use to shop online: 55 percent use a laptop, 19 percent use a smartphone and 11 percent use a tablet.
One important reason for retailers who are not ready for mobile shoppers yet to get there fast. Mobile device usage is rising particularly among so called “heavy spenders,” those who have spent 30 percent of their disposable income online in the past year. Globally, 55 percent of heavy spenders have used a smartphone and 67 percent a tablet to shop in the last three months to buy online. (Here’s tips on how to mobilize your site.)
As for specific venues, 29 percent of global shoppers shop online at work; 6 percent do so while at college or university; 6 percent while in a car (let’s hope not while driving); 6 percent in a physical retail store; 7 percent shop at a cafe, bar, restaurant or pub; and 8 percent shop with their mobiles while on vacation.
Among the 95 percent who make purchases at home, 54 percent seal the deal from their living room, 43 percent do so in the bedroom, 5 percent shop while in the garden, and 3 percent do so in the bathroom.
U.S. consumers that buy using a mobile device (15 percent use a smartphone, 9 percent a tablet), they are predominantly buying clothes (53 percent), books (46 percent) and DVDs or video games (42 percent) in the last three months.
Entrepreneurs should be aware that cross-border shopping abounds too: 44 percent of global consumers purchase from an overseas website. Australia has the highest proportion of shoppers willing to buy from retailers located abroad, with 76 percent of those polled saying they shop outside the country. The biggest reason for shoppers whose eyes wander across the border: 60 percent claim they can get a better price.
Amazon reigns: Amazon was the most popular website for buying goods online, with 43 percent of all consumers and 83 percent of U.S. consumers who were polled saying they had shopped there in the last three months. EBay was a close second with 33 percent globally and 45 percent of U.S. respondents. The three most popular shopping websites globally were department stores (31 percent), clothes retailers (30 percent) and consumer electronics (25 percent). US online shoppers are more likely to purchase from department stores than their global counterparts (46 percent).
Customize it: The survey asked consumers which website types they thought they would buy from in the coming year and the results pointed to an increase in custom goods in almost every single category.
That latter points that not only do consumers want to customize their own shopping experience, they want retailers to make it more personal too.