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A Look at Consumers’ Online Shopping Habits

Posted on 4.01.2015

Bronto Software is taking a look at consumers’ online shopping habits, with the first part of the company’s three-part “Consumers Tell All” series revealing that 60 percent of consumers shop online at least once per month.

Other findings from the study show that 24 percent of consumers shop at least once per week and males as well as consumers under the age of 50 tend shop online more frequently than other demographics. In fact, the data found that 30 percent of males shop online once per week compared to just 18 percent of females, while 76 percent of 18-49 year olds also shop online once per week.

“According to the data, consumers are not spontaneously window shopping online stores or casually browsing product pages. They are utilizing multiple devices to extend their shopping experience and influence purchase decisions, creating a nonlinear ‘path to purchase’ that today’s marketers need to understand and embrace,” said Jim Davidson, head of research for Bronto Software. “The research included in the ‘Consumers Tell All’ series provides insights to help today’s marketer understand the customer lifecycle, behaviors and preferences that can assist in the development of effective strategies to meet the demands of the consumer-driven e-commerce landscape.”

It is also worth noting that the study shed light on mobile shopping, revealing that 39 percent of smartphone shoppers prefer shopping on an app compared to 61 percent who prefer the mobile Web. Conversely, 31 percent of tablet shoppers prefer shopping on an app while 69 percent prefer the mobile Web. Perhaps the most surprising part of the study, however, was that 10 percent of online shoppers prefer buying on a smartphone while just 7 percent prefer making purchases via tablets.

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