The number of shoppers who buy online continues to increase, and many browse and purchase during business hours. The Internet Shopping Pulse survey from WSL Strategic Retail picked up the shift from bricks-and-mortar to retail. Analytical data from Coremetrics tracked the business day trend.
The biggest increases in online shopping since 2003, according to the Pulse study, were seen in electronics; office supplied and stationery; home furnishings; photos and photo supplies; jewelry and watches; prescriptions and greeting cards.
Browsing at online retailer sites has increased almost a full hour over the past two years. In 2003, the average shopper spent 2.4 hours shopping online, the 2005 survey records an average 3.1 hours per week. Twenty-one percent of shoppers count purchases from Internet sites as part of their overall shopping, not a supplement to in-store buys. That’s a six point increase over 2003.
Online buyers find a large selection (64 percent) the number-one reason to shop online. Saving time (60 percent) ranks second, and checking for sales (51 percent) is third.
With the number of online purchases increasing, Web reporting shows the majority of purchases are made during business hours. Analytics firm Coremetrics, through its LIVEmark Index, finds retail sites receive 40 percent more visits, and 53 percent more purchases on weekdays.
The data are consistent with a recent Atlas Institute study that found Monday afternoons were the busiest time for online holiday shoppers. A previous study from the same source cited the lunchtime daypart as the best time for marketers to reach consumers online.
The Pulse report was derived from a national survey of 1,029 adults between August 25 and the first of September.
|Products Purchased Online, 2003 and 2005|
|Percentage Point Change|
|Tickets for entertainment||54||48||6|
|Baby care personal products||8||N/A||N/A|
|Note: For 2005, n=945; for 2003, n = 830.|
|Source: WSL Marketing Inc., 2005|
Video content is popular on social media and it is among the most effective formats for advertising. Time to go beyond Facebook ... read more
The technology industry is lagging behind many other sectors when it comes to the proportion of women taking up entry level positions. ... read more
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
A new study underlines the massive influence that Amazon exerts over the ecommerce market, with the site being the first port of call ... read more