41% of Mobile Shoppers Prefer Retailer‰Ûªs Full Website

Online shoppers want retailers to make it easier to purchase their goods and services. Consumers also want websites and stores to work better together. For now, they also prefer to evaluate and purchase products from their desktops rather than their mobile devices, and when it comes to shipping and returns, ‰ÛÏfree‰Û is a driving factor.

comScore asked 5,800 consumers about their online shopping experiences. Respondents said they want more options in searching for items, checking out, enhanced security and alternate delivery locations. To see the complete study, graphics and animated video, please click here.

Mobile experience is lacking

While smartphones play a big role in the online experience, user interfaces have some catching up to do to win over consumers. Online shoppers who use multiple devices said they would prefer to shop on a desktop computer over mobile because larger and clearer images help them comparison shop. Therefore, it‰Ûªs no surprise that when shopping on mobile devices, 41% of respondents said they prefer a retailer‰Ûªs full website vs. a mobile website (34%) or mobile app (25%).

Social media influences sales

While retailers have had a hard time connecting social media to sales, the study clearly shows that it does have an impact, as 1/​3 of all shoppers and 1/​2 of millennials said purchase decisions are influenced by social media. Consumers also are likely to share their opinions on product and brands on social media. Satisfied shoppers who share their thoughts via social media are most likely to post on Facebook (86%) followed by Twitter (34%), Google + (23%), Pinterest (21%), and Instagram (19%).

Omnichannel drives brand loyalty

The demand for cross-​channel convenience is becoming more prevalent for the savvy shopper. In fact, 40% of purchases are made crossing channels, whether searching in store and purchasing online or vice versa. ‰ÛÏThe retailers who embrace the various channels and options that customers favor will deliver a positive customer experience and ultimately drive sales and brand loyalty,‰Û said Susan Engleson, senior director at comScore.

Delivery costs and free shipping trump faster delivery

Free shipping continues to drive purchasing decisions ‰ÛÓ 58% have added items to their shopping carts to qualify for free shipping and 83% are willing to wait an additional two days for delivery if shipping is free. More than 1/​2 of online shoppers said they want to see the total purchase cost early in the checkout process, and the majority prefer seeing the expected arrival date rather than the number of days it will take for the product to arrive.

While consumers prefer most of their packages (74%) delivered to their homes, there is a growing trend for alternate delivery options. Only about 43% of shoppers in the survey were satisfied with the flexibility of changing delivery days or rerouting packages. ‰ÛÏConsumers demand more from their package delivery experience, and today‰Ûªs online shopper expects us to respond by creating solutions convenient for them. This is why we‰Ûªve created UPS My Choiceå¨ and the UPS Access Point‰ã¢ Network,‰Û said Derrick Johnson, UPS vice president, global segments.

Return policies affect purchase decisions

Consumers now expect free returns with 82% respondents saying they would complete the purchase if they could return the item to a store or have free return shipping, and 66% said they view a retailer‰Ûªs returns policy before making a purchase. The majority of shoppers want retailers to make it easy for them to return a purchase by including a label in the box.

According to AudienceSCAN, 15% of consumers prefer to shop on the Internet when the price and product are the same. 48% are female. 54% of online shoppers are aged 18–34. 48% are single and divorced. Most likely, they are buying video games (38.5% like to play) and fashion items (23% are into style).

In the past year, 30% of this audience started an online search after seeing Internet advertising. Another 25.5% did so based on blogs they read. 24% of online shoppers think emailed news/​offers are the best way to find out about sales.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.