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BizReport : Ecommerce : June 29, 2016


Report: Half of online buys happen after an hour

When it comes to online shopping, consumers may choose it for the convenience factor, but they aren't necessarily in a hurry. That is one of the takeaways from Monetate's new Ecommerce Quarterly report for the first quarter of 2016. According to the research, less than half of online purchases are made within the first hour of online shopping.

by Kristina Knight

It may be taking consumers longer to convert, but they are still converting. That's the message from Monetate's new report which found 42% of online purchases during Q1 2016 were made within the first hour of shopping. About 9% of buys happen within six hours of a shopper visit, and 16% happen within the first 24 hours.

"This is incredibly important for brands to understand," said Lucinda Duncalfe, President and CEO, Monetate. "More than half your shoppers are spending a lot of time in a lot of different places on a lot of different devices before they come back and buy what it is that caught their eye. It's critical then that brands ensure a customer's shopping experience picks up where it left off, no matter when that is and no matter what device they're on."

Other interesting findings from Q1 include:

• 90% of online shoppers begin their customer journey on a desktop and 91% complete the journey on a desktop
• 75% of 'lookback' page views happen on desktops between 8a and 4pm
• During commuting hours, 40% of page views happen on mobiles

"The big news here is how differently customers behave when using more than one device to complete a purchase. There's a good reason to pay attention to these device figures, especially the first device used in a purchase process," said Duncalfe. "That's because the first device used is, more often than not, also the device that gets used to complete the purchase. When you understand the broader customer behavior trends including purchase duration, time of day, and device type, you can optimize the shopping experience for each of your customers."

Tags: ecommerce, ecommerce trends, Monetate, online shopping










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