These days, it might seem like all consumers are shopping online. But, not online shoppers are created equal and marketers must know which of these consumers to target in order to maximize their profit potential. Group M’s new Digital Consumer Journey white paper categorizes online shoppers to help enterprises understand the purchase path in online retailing and how to improve their marketing, especially in the context of a digital marketplace that has pitted Amazon against everyone else.
Out of the 6 types of digital shoppers identified in its study, Group M analysts are putting their money on the segment they call the Digitally Driven consumers. Currently, this group makes up 16% of all digitally-engaged shoppers. Five years from now, more of the consumers in the Basic Digital group (currently at 29%) will shift into the Digitally Driven category. These consumers are the only online shoppers that use all the steps in the digital path, from search to retail sites to social and local, on their way to making a purchase. The traits of these shoppers include:
- Mobile use for the purpose of research
- A belief that online buying gets them the best price and fastest response
- A disdain for the in-store experience – especially the salespeople and other shoppers
- An appreciation of search ads – these folks are 30% more likely than others to say search ads are valuable
Marketers trying to reach these consumers should consider Amazon both a competitor and a research source. In 17% of digital shopping pathways, Amazon is showing up. But, on the way to a purchase, 37% of Amazon visits lead to another site where the consumer actually buys. This situation should make digital retailers be cautious about their promotions. Group M analysts recommend that marketers develop mobile and local strategies for this group. Instead of spending money on video advertising, brand should use social media to engage Digitally Driven shoppers as 14% are likely to visit these sites.
To learn more about Online Shoppers, check out the Audience Interests & Intent Report available at the Research Store on ad-ology.com.