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Most online shoppers (59%) put an item in their online shopping cart only when they are planning to purchase it, according to a recent report by Sociomantic.

However, 19% use online shopping carts as wish lists/reminders, putting in items they like to keep track of, and another 13% say they collect items in their carts until they get an offer for free shipping or a deal based on spend amount.

One in ten (11%) say they abandon their cart more often than they purchase.

Below, additional key findings from the report, which was based on data from a survey of 1,000 consumers.

Shopping With a Purpose

  • When online shopping, 41% of respondents say they go to a specific site with a specific product in mind, purchase it, and check out.
  • 36% say they spend the time to purchase the product they want from a site with the lowest price.
  • Only 20% of respondents shop online for fun, visiting a retailer's site and adding items to their cart then deciding whether to buy or not later.

Targeted Ads

  • 70% of respondents say they are comfortable receiving ads and content specifically targeted to them.
  • Respondents say their online shopping behavior is twice as likely to be influenced by targeted Web ads compared with nontargeted ads—52% vs. 26%.
  • Mobile ads are four times more likely to influence online buying behavior when targeted—22% vs. 5%.

About the research: The report was based on data from a survey conducted in September 2013 of 1,000 consumers.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji