This finding from a research report caught our eye – do you identify with the following profile?
“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 report titled “The E-Commerce Ecosystem: The State of Cross-Device Digital Shopping” from Verto Analytics presents research findings about consumer behavior, especially how it relates to the path to purchase: what consumers are doing as they research, browse, and purchase goods online. Additional findings:
– 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 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.
Interested in the full report? You can download a copy from VertoAnalytics.com.