Postal and logistics specialist UPS has released the results of its fourth UPS Pulse of the Online Shopper survey, examining the shopping preferences and buying behavior of more than 5,000 consumers in the USA.
The survey examined all links in the online shopping process from pre-purchase to post-delivery including the use of mobile devices, the influence of social media and the returns process. The survey was carried out by digital media analytics firm comScore.
Regarding mobile devices, the results showed that 41% of consumers currently use their smartphone to research products and 30% use them to make purchases. Of those that have a mobile device but do not use it to make purchases, 38% said product images are not large or clear enough, and 30% said that it’s hard to compare products.
The survey also showed that 43% of respondents found new products on social media sites. Facebook was the most influential channel but shoppers also embrace visually-oriented sites such as Pinterest.
According to 77% of the respondents, free shipping continues to be the biggest drive behind purchasing decisions, with 60% saying that they have added items to their cart to qualify for free shipping. Only 62% of consumers were satisfied with the online returns process.
Alan Gershenhorn, executive vice president and chief commercial officer, UPS, said, “The future of retail is driven by ever increasingly sophisticated and savvy shoppers who research at home and in a store, but more are turning to mobile as capabilities improve for online product display and promotion. They also want more flexibility and alternate delivery options. The UPS Access Point Network and UPS My Choice meet these needs by giving consumers more control and flexibility with their home deliveries.”
June 9, 2015