Young Americans View Online Shopping As Daily Ritual

Online shopping has increased expectations for shoppers worldwide, according to DigitasLBi's 2016 Connected Commerce study that focuses on the behaviors of consumers in 15 countries who have bought something online in the last 30 days. 

One in five (18%) expect products bought online to be delivered within one day. Consumers from the Netherlands are the most impatient, with 38% expecting delivery within a day, while Danish customers are the most laid back (7%). U.S. shoppers fall in the middle (16.5%). 

Half of U.S. shoppers ages 25-34 buy something online at least once a day, and 56% of buyers say live chat support is a “must." 

"Even in the age where customers are empowered with all sorts of information to help them make their own decisions, they're still showing they want to connect or speak with someone (or bot) to aid their decision-making process," says Brett Leary, SVP mobile & digital shopper innovation, DigitasLBi U.S. "The chat mechanism also ties into this trend, with using chat to communicate with brands." 

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Retailer sites are the first digital information resource for all respondents, most notably in the U.S., UK, Germany, France and China, followed by price comparison sites and brand Web sites/apps.  

Three in four online shoppers globally (78%) look for other shoppers’ opinions before making a purchase. This behavior is most prevalent in Asia, with consumers in China (95%), Hong Kong (89%), India (89%) and Singapore (88%) most likely to seek out opinions before buying. Eight in 10 U.S. shoppers look for other shoppers’ opinions online before making a purchase. 

One out of three global consumers (35%) consults friends and family before buying online. German consumers are most likely to pay attention to the opinions of their friends and family (44%), while Italians are least likely (22%). The U.S. ranks among the average (38%). 

Only 10% of shoppers globally say the expertise of salespeople is the factor that is most likely to make them shop in-store rather than online, compared to 38% who say the ability to test products is the main draw.

The salesperson’s craft is most valued in Denmark, with 19% saying it is the factor which is most likely to make them shop in-store, and least valued in the US (5%). 

The three key reasons that in-store purchasing still is preferable to virtual stores are testing products, immediate availability and physical proximity, says the report. The three key factors driving online purchases are price, unavailable in-store, and preferring to stay at home.  

Most online shopping is done alone (62%), while the remaining 38% typically involves purchases for leisure/travel or home equipment. Online shoppers also like to multitask, with 25% watching TV, 13% listening to music, and 7% eating. 

Fashion and health & beauty are the most popular items to purchase while in bed (both 19%), whereas Italians are more likely than any other nation to shop in the kitchen, with 24% shopping for food in the kitchen and 23% shopping for household items. 

Twenty-nine percent of online shoppers globally have used a wearable device. Online shoppers in China and India are most likely to use a wearable (both 48%) while online shoppers from the Netherlands are least likely (11%). Shoppers in the U.S. are a bit above average, with 37% of respondents having used a wearable.

Smartphones are important devices for all stages of online shopping. Some 94% use their phones as part of the process, while 90% use laptops, 75% desktop, 73% tablet, and 61% who buy via connected TVs. This isn't one or the other: Shoppers use an average of 3.9 devices.  

"Whether it’s browsing for fashion in bed or moving away from the expertise of the salesman, our customers are finding new ways to choose the things they want. By looking at a connected view of the sales journey, smart brands can find ways to improve their service and ultimately, their performance," says Fern Miller, CMO, International at DigitasLBi.  

DigitasLBi queried 1,000 people ages 18-64 online between May 4-May 23 living in Australia, Belgium, China, Denmark, France, Germany, Hong Kong, India, Italy, the Netherlands, Singapore, Spain, Sweden, the UK, and the U.S. Additional insights were taken from DigitasLBi’s IDIOM data platform.

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