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The RomCom of E-Comm (L i te Vers ion)
2016
UNDERSTANDING THE RELATIONSHIP BETWEEN BROWSING AND PURCHASING IN THE E-COMMERCE MARKET
?
Objective and Methodology
20 minute online survey
Fieldwork conducted Q2 2016
We set out to understand the relationship between browsing and purchasing, mobile conversion and to
breakdown the 5 stages of purchase
A sample of 1,021 who have either
browsed or shopped online in the last 12
months
64% browse
shopping items online
36% purchase
items online
Source: Yahoo7 Know your Audience 2016
Online browsing and purchasing incidence (% all respondents)
In an average week, 2 in 3 browse shopping items online, of which 56% convert into a purchase
56% $ of those browsing make a purchase
Conversion
Source: Yahoo7 Insights Series : E-Commerce
Browse online
Purchase online
Music, movies, gaming Women’s clothing Books or mags
Furniture or homeware
Computers and Tablets
Fast Food/Takeaway
Bags Flowers
Children’s clothing
Alcohol
Men’s clothing
Cosmetics, health or beauty
Focus on Information
Source: Yahoo7 Insights Series : E-Commerce
The likelihood to convert online varies significantly by category Browsers vs Purchasers by category (% all respondents)
Home Electronics/ Appliances
Shoes
Groceries
Focus on Up-sell
Categories above the line are more likely to be purchased online
Categories below the line are more likely to be browsed online
Home Electronics/Appliances
47% browse
shopping items online
18% purchase
items online
Conversion to purchase: 38% Conversion Index: 73
Browse Only Purchaser
Gender
Age
Life stage
All generations All generations
94k HH Income 85k
Browse category monthly
59% 73%
Conversion under-indexes for the home electronics/appliances segment Browsers vs Purchasers by category (% all respondents)
Source: Yahoo7 Insights Series : E-Commerce
At an overall level, 2 in 3 plan their purchases, this increases amongst Baby Boomers and Males Planned vs Impulse purchasing (% category purchasers)
64% 19%
17% Plan purchases
Neutral
Buy in spur of the moment
66%
61%
58%
64%
72%
Male
Female
Millennial
Gen X
Baby Boomer
Overall: 64%
Source: Yahoo7 Insights Series : E-Commerce
The domestic and international mix varies by category, with entertainment a stand out category for international purchases
Australian vs International purchases (% purchase category)
Fast Food/Takeaway Alcohol
Groceries Flowers
Furniture and Homeware Home electronics/appliances
Computer and Tablets Children's clothing
Cosmetics, health or beauty products Shoes Bags
Men's clothing or accessories Women's clothing
Music, Movies, Gaming Books or magazines
Mostly Australian Mix of AU and Int'l Mostly International
Source: Yahoo7 Insights Series : E-Commerce
75% of store shoppers use their mobile while
shopping in store
Source: In Reality ‘Reality of retail’ report
55% 47%
40% 37%
36% 36%
31% 27%
26% 23%
21% 19%
17% 16%
14%
Fast food/Takeaway
Children's clothing
Women's clothing
Men's clothing and accessories
Cosmetics, health and beauty
Flowers
Books or magazines
Music, Movies, Gaming
Groceries
Alcohol
Computers and tablets
Bags
Furniture and Homeware
Shoes
Home electronics and appliances
Category conversion (% all category browsers/purchasers)
Source: Yahoo7 Insights Series : E-Commerce
Mobile category conversion varies significantly, with fast food most successfully translating browsing to purchase
Conversion is lower by category than overall as there are some categories where people are more likely to browse than purchase and vice a versa
Average within category
conversion:
30%
52%
41%
32%
29%
24%
22%
24%
23%
22%
20%
Fast, efficient and easy purchase process
Shop/transact anywhere
Is trustworthy/secure
Internet connection is stable
Sufficient product information
Discounts, points, rewards
A really good mobile experience
Cheaper prices on mobile
Product images that are clear/large enough
Timely shipping schedule
Source: Yahoo7 Insights Series : E-Commerce
Motivations to purchase via mobile (% purchased on mobile)
Fast and easy purchase process is the key motivation to mobile conversion, followed by ability to shop anywhere
are more concerned than other generations with
an easy purchase process
Millennials
Gen X ability to shop anywhere
is more important
21% 20% 20%
18% 17%
16% 14%
13% 10%
8% 5%
High delivery costs
Hard to be sure of product quality before buying
It is not secure
Technical issues when trying to pay
It is easier to buy things in actual stores
I want the product straight away
If it is not cheaper to buy online
Hard to be sure brand is genuine before buying
Process of buying online is too complex
Poor availability online
Delivery not convenient for my lifestyle
Source: Yahoo7 Insights Series : E-Commerce
Barriers to purchase via mobile (% category purchasers)
There is no one stand out barrier, with concerns varying from delivery costs to uncertainty around quality
security is a greater concern (25%)
are more likely to be unsure of product quality (27%) and
concerned with technical issues (26%)
Gen X
Millennials
For more information please contact your Yahoo7 representative or email [email protected]
