As online shopping continues to increase, largely driven by mobile devices, retailers have begun to jump on the opportunity. According to the National Retail Federation, online sales are projected to increase by up to 12% this year.
However, online shopping habits vary widely by age and gender despite reaching 96% of the adult online population, according to a new report from audience measurement company Verto Analytics.
The new report offers detailed analysis on online shopper profiles as well as path-to-purchase analysis events.
Among the findings the report suggests that although women tend to shop more than men, early hour purchases (2-5am) are actually dominated by men. Meanwhile, Generation X shops more online than other age groups, including millennials and baby boomers.
Different online retailers are also seeing different traffic throughout the week. For example, Target notices a boost in traffic on Sundays, whilst Amazon dominates throughout the day time.
Other findings from the report highlight that 35% of shoppers now use their mobile devices to make an online purchase, whilst 18% use PCs exclusively. The majority of shoppers tend to use multiple devices.
Although mobile shopping times are more erratic, PCs eCommerce purchases are highest during 6-9pm.
Verto also found that the super shopper is a 47-year old woman with a household income of less than $50,000 who spends 44 hours per month shopping online – the majority of purchases are made on Amazon, eBay, Walmart and Craigslist.
The dominant group of online shoppers are Gen X (35%), ahead of millennials (30%), baby boomers (31%) and those aged over 75+ (5%).
Although total time spent shopping usually peaks in the evening, the average session durations are longer in the mornings between 8-10am.
The average shopping device session during a multi-tasking session includes six different apps.
Shopping apps are also being used before and after other shopping apps. Social media and messaging apps follow 20% of online shopping sessions.
Among the top apps are Google, Amazon and Facebook before and after shopping on mobile.
“Our data shows that consumer online shopping behavior has become normalized within their multitasking routine, making it increasingly important for brands and advertisers to accurately identify their target audience,” explained Hannu Verkasalo, CEO of Verto Analytics. “With behavior dependent on factors such as age, gender, income, time, and day of the week, e-commerce apps and web services are in a heated race to capture consumer attention and influence their path-to-purchase – ultimately avoiding the dreaded abandoned shopping cart.”