Technology has dramatically changed the online experience for consumers, and, along with this, digital platforms continue reshaping the way consumers interact and engage with each other, as well as with online brands. This new reality has made capturing consumer business and loyalty a bigger challenge than ever for eCommerce brands, says a new study by Namogoo, the 2018 Online Consumer Behavior Study.
To better understand the state of contemporary consumers, the Namogoo study asked more than 1,300 online shoppers about their shopping habits, what online and offline distractions are competing for their attention, and what factors most influence them to embrace, or abandon, their online shopping experience.
The numbers revealed in this survey indicate that online shopping is a regular part of consumers’ routines, and that a significant portion of online consumers are active shoppers. 42% of consumers stated they shop online at least once per week, while 26% indicated they shop online two or more times per week. Only 18% of consumers stated they shop online less than once a month. In terms of dollars spent, nearly half of consumers stated they spend more than $100 per month online, with 6% spending over $500 per month.
How Often Do You Shop Online?
% of Respondents
Two or more times per week
Once per week
Once every two weeks
Once per month
Less than once per month
On Average, How Much Do You Spend Online Per Month?
% of Respondents
Source: The 2018 Online Consumer Behavior Study, Namogoo,
Similar to other mobile commerce research, our consumer responses showed that mobile shopping accounts for a significant percentage of overall shopping. 44% of online shoppers stated that they use their smartphone to shop more than any other device.
What Device Do You Use The Most To Shop Online?
Desktop or laptop computer:
When asked to select the top reasons that influence their decision to shop at an online retailer, consumers four specific reasons stood out: prices, shipping, selection, and delivery time. These were the top reasons across all segments including gender, age, and monthly spend.
Top Reasons That Influence Decision To Shop At An Online Retailer
% of Respondence
Low cost or free shipping
Shipping fees are most responsible for cart abandonment
Consumers are most likely to abandon an online shopping cart over shipping costs and other extra fees. Chosen by 77% of respondents, this was the main cause for abandoning a purchase by a wide margin.
Top Reasons To Abandon An Online Shopping Cart
Shipping/other fees are too high
The website has errors or crashes
I have to create an account
Payment security concerns
Promo code doesn’t work
Long/complex checkout process
Ohad Hagai, SVP Marketing, concludes by noting that, “while retailers can’t control the offline issues, they can control the online experience. Competing successfully in such a landscape demands that organizations adopt a customer- centric approach, and stay ahead of the technological curve by implementing proven methods that make every touchpoint of their customers’ experience seamless.”