The Progress of Online Shopping and Search
In the spirit of the season, let’s discuss the way people are shopping nowadays. I know, how festive, right? But, when most of us think about the holiday season, our thoughts include overcrowded malls full of pushy people in a hurry. No wonder that, in just one year, ecommerce has risen 13% and mobile is leading the charge with a 45% increase, according to UPS and comScore’s 2017 UPS Pulse of the Online Shopper survey.
Although slowly losing popularity, desktop is still the leader in online sales with 93% of device users making online purchases on one during the end of 2016/beginning of 2017. Mobile comes in second at 48%, and tablet falls in third at 39 percent. This is a great trend for companies that use search because most research done before making a sale is also done online. Here’s the breakdown of how consumers are researching and purchasing:
- Search and Buy Online: 43%
- Search and Buy in Store: 21%
- Search Online, Buy in Store: 14%
- Research Online and in Store, Buy in Store: 8%
- Research Online and in Store, Buy Online: 7%
- Search in Store, Buy Online: 7%
Regardless of where the purchase ends up being made, 57% of consumers use online search as their primary form of product research and another 15% use a mix of online and in-store research. As a result, companies that utilize SEO and SEM have the opportunity to reach roughly 72% of shoppers. Desktop is also the device shoppers use the most while researching their purchases. 93% of shoppers at the end of 2016/beginning of 2017 used a desktop or laptop to conduct research, 59% used a smartphone, and 53% used a tablet.
Remind your clients in this hectic time of last-minute shopping that SEM and SEO are exceedingly important in driving sales. Not only that, with a significant amount of online shopping being done via mobile devices, it’s imperative that your clients’ advertising be well represented through this format.