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.
