Entrepreneur

add news feed

tweet a story

Online customers are becoming important to most businesses. For example, in a recent Nielson Global Survey more than 85 percent of the world’s online population has already used the Internet to make purchases. But what do we really...
Online customers are becoming important to most businesses. For example, in a recent Nielson Global Survey more than 85 percent of the world’s online population has already used the Internet to make purchases. But what do we really know about online consumer shopping habits and their preferences? What they buy and why? Our small business community has some answers you may find helpful. Online Consumer Shopping Habits Mars and Venus: Not All Online Shoppers are the Same As you might expect, online buyers differ in many ways. But one of the greatest differences online merchants should be aware of is the difference between male and female online shoppers. In many areas, men and women differ little in their online shopping habits, reports Rieva Lesonsky. For example, the majority of purchases by both genders (87 percent in the case of men and 82 percent of women) are made from desktops. Also most online shoppers, regardless of gender (84 percent of women and 81 percent of men) make online purchases at home. So where do men and women differ in terms of online shopping habits? The big difference is how they tend to find products online. Specifically, women are more likely to respond to marketing emails while men are more likely to find products while surfing online. Many Online Shoppers are Easily Distracted Online shoppers are easily distracted as demonstrated by the number of abandoned online shopping carts. For example, Ilana Bercovitz, a social media and marketing professional, reflects on the need to retarget online shoppers due to distraction: Consider how distracted we are as we do online research or purchasing. Phone calls, emails, or chat windows regularly interrupt me, for example. These interruptions result in my abandoning a shopping cart or forgetting what I was doing entirely. Most commonly, retargeting involves use of a cookie allowing a site you have visited and shown interest in to “follow you” with relevant ads online to lead you back to the site. Bercovitz lists a number of companies offering services allowing you to set up your own retargeting campaigns. They include Google Remarketing, AdRoll, Fetchback and Bercovitz’s own Retargeter. Do you need a way to bring online shoppers back to your site in order to make a purchase? Online Buyers Use Multiple Devices Online consumer shopping habits indicate that online buyers are also more unlikely to find your product or service via just one device than probably ever before. In fact, an estimated 90 percent of consumers today use multiple screens (smartphone, laptop, tablet) during the day. And this includes when they’re looking at your website and possibly buying a product or signing up for a survice. Web design professional William Johnson talks about the need to develop a multi-screen ecommerce strategy. Johnson quotes data suggesting that today 65 percent of purchases begin on a smartphone, while 25 percent begin on a laptop and 11 percent start on a tablet. Johnson reports most of the customers who make these purchases will use multiple devices to visit a site before making their final decision. Many Online Shoppers Are Still Looking for the Best Deals Just like shoppers offline, shoppers visiting your website will be looking for deals. And they will likely make a purchase on another site if you don’t offer the right price. Rieva Lesonsky shares a few more details about how consumers buy online. She explains: The good news for retailers is that more than 50 percent of consumers feel confident about spending. Overall, 28 percent feel free to spend, and 31 percent expect to spend more than they did in the previous month. But Lesonsky days that doesn’t mean online consumers will spend more than they have to or that they aren’t looking for the best price they can find. For example, 75 percent of online shoppers polled recently said price was a factor in their latest purchase, she said. And 79 percent of those consumers sai
about 5 hours ago
Artist Chris Jordan gathered discarded cigarette butts and photographed them to create a piece that looks like a forest.
Artist Chris Jordan gathered discarded cigarette butts and photographed them to create a piece that looks like a forest.
about 5 hours ago
"Screw You" collection finds a more creative way to recycle bottle caps.
"Screw You" collection finds a more creative way to recycle bottle caps.
about 5 hours ago
Decision by the editor may be a step toward becoming a digital-only publication.
Decision by the editor may be a step toward becoming a digital-only publication.
about 5 hours ago
The MyFocus device is designed to help users be more focused and productive.
The MyFocus device is designed to help users be more focused and productive.
about 5 hours ago
Nest's internet-connected alarm can be deactivated instantly to avoid those annoying beeps
Nest's internet-connected alarm can be deactivated instantly to avoid those annoying beeps
about 6 hours ago
Marquarie Dictionary created the word "Phubbing" to spread a powerful social message.
Marquarie Dictionary created the word "Phubbing" to spread a powerful social message.
about 6 hours ago
Wealth Daily: If you are interested in the burgeoning marijuana sector and you haven’t heard about Privateer Holdings, you need to brush up on it now. Privateer Holdings is a private equity firm spearheaded by Brendan Kennedy (of Silico...
Wealth Daily: If you are interested in the burgeoning marijuana sector and you haven’t heard about Privateer Holdings, you need to brush up on it now. Privateer Holdings is a private equity firm spearheaded by Brendan Kennedy (of Silicon Valley Bank) and Michael Blue. And here’s why Privateer isn’t messing about: the company has already racked up $7 million in capital from interested investors. Privateer’s mission is to buy up companies that can ultimately serve and grow the marijuana industry. Right now, as a glowing NPR profile notes, Privateer is focusing on the medical marijuana sector. There are a few reasons for this choice. One, of course, is that most states look favorably on medical marijuana usage, and the moment you mention “medical,” even those opposed to marijuana on principle pay attention.
about 6 hours ago
The airline redesigns their flatware to reduce their carbon footprint.
The airline redesigns their flatware to reduce their carbon footprint.
about 6 hours ago
The music kit that allows kids to draw their own musical instruments and compose their own symphonies.
The music kit that allows kids to draw their own musical instruments and compose their own symphonies.
about 6 hours ago