First, the study wanted to analyze consumer interactions with the traditional store and the online store by asking where they did their Christmas shopping. Although the percentage of buyers only in physical stores is still higher with 56%, 44% of those surveyed made purchases online, and of them, 3% only through the online channel. This group is made up mostly of young people% u2013 between 26 and 35 years old- from the call jordan mobile better situated classes. The difference between men and women is minimal. 18% of online shoppers used a mobile device -11% tablets, 7% smartphones-.Savings and convenience are the two main reasons for deciding on this channel, but in addition, consumers consider that it is a great advantage to be able to search anywhere and at any time and also receive the merchandise at home. However, there is a fear that purchases will not arrive on time (48%) and there are those who prefer to see and touch what they are going to buy (42%) and those who resist paying shipping costs (25%). Security is no longer a decisive brake (9%) and 6% did not think of accessing this channel.Despite these inconveniences, only 9% of purchases were late and only 8% paid extra for express delivery. This fear of delivery time means that online purchases are planned in advance.Payment methods, time spent and loyalty
The percentage of use of credit / debit cards is every day higher. 44% paid only with cards in physical stores and 89% online. On the other hand, online shoppers spend less time shopping, 5.6 hours, with an average of 10.7 visits to websites. However, buying in physical stores requires more time, 7.6 hours, for half the visits, 5.3.Loyalty cards were used in a similar percentage in the two channels but 29% took advantage of discounts or bonuses online while 18% did so in physical stores.
Membership in loyalty programs: 67% of consumers belong to a loyalty club, mainly older people, women and upper-middle social class. Webs and Apps for online shopping and discounts
For online purchases, 20% use mobile devices: 14% smartphones and 11% tablets. 21% of consumers have installed a shopping or discount App on their mobile phone or tablet and mainly use them to check products or receive offers.1% declare that they have a specific App for mobile payments, but 42% of consumers are open to using mobile phones as a means of payment and only 8% think that they would not, while 34% are not sure. The fear that the internet is not a secure payment channel extends to mobile phones. The main reason is the lack of confidence; however 25% confess not knowing how it works.
When it comes to browsing the internet to make purchases, the computer is still the device par excellence: 99% of consumers use it; However, mobile devices gulf email list are growing in such a way that 69% made purchases with Smartphones and 33% with tablets. After searching for information (95%), access to social networks, reading news or consulting banking information are the main uses we make of the internet. 62% say they use it to buy products or make payments online. As for smartphones, social networks are the first with 77%, followed by downloading applications, reading news or checking accounts. 17% buy products or make payments with their mobile phone.The group of Bargain Seekers is the majority (42%) and is made up mainly of men for whom the internet means 92% “price / savings”. They are members of several loyalty programs (51%), they usually pay with a debit card and have doubts about whether they would pay with their mobile because they do not have enough information (62%). They do not usually use applications to buy but to obtain information (72%) or receive offers (58%).The “Comfortable buyers” buy online for convenience in 91%, but also for 24 hours (90%), receiving purchases at home (72%) and variety (45%). They have various loyalty cards and usually go to the usual websites because “they have their data stored.” 65% installed applications on their mobile devices to buy and usually pay by card and Paypal. 57% find it comfortable to pay with their mobile phone and they would have no problem doing so.
Lastly, the “Exclusive explorer” are the youngest group. For them, the Internet is exclusive and they turn to this channel when they cannot find a product in the store (70%) or want something unique (54%). They do not usually use discount vouchers for more general use. They are not clear if they would use the mobile to pay for lack of trustConsumer behavior during sales is different compared to Christmas since it is no longer so much about gifts as personal purchases. Now the online channel loses relevance: 81% bought only in physical stores compared to 1% who bought only online and 18% who used both channels. Of those surveyed who took advantage of the sales, 83% were looking for fashion and accessories, 37% for footwear and 17% for technology. Women buy more fashion and footwear online (56% versus 44%) and men more technology (75% versus 25%). It is surprising that footwear is the item most purchased online during sales (35%), followed by technology (22%) and fashion (17%). It should also be noted that in sales, payment exclusively by card rises to 67% and the use of cash falls to 19%.