Mobile Matters More for High-Tech Online Shoppers, UPS Study Shows
05 Février 2016 - 3:00PM
A strong majority of tech-savvy consumers use mobile devices to
shop, purchase and track packages, a recent UPS Pulse of the
High-Tech Online Shopper survey shows, and these customers demand a
rich mobile experience from retailers.
The study, conducted for UPS by comScore, showed that among
mobile device users 69% of high-tech shoppers purchased products on
mobile devices, compared with 53% of non-high-tech shoppers. And
70% of high-tech shoppers used a retailer’s mobile app, compared
with 55% of non-high-tech shoppers. comScore defines a
high-tech shopper as someone who purchased online a high-tech
product like a computer or a mobile phone within the last three
months.
More than 2,000 shoppers participated in the study. At a time of
rising online retail sales, these results underscore the importance
of a strong online presence – especially mobile – to shoppers who
purchase high-value electronics online.
“High-tech consumers, especially Millennials, appear to be
comfortable shopping on any device,” said Dave Roegge, high-tech
marketing director at UPS. “These are sophisticated consumers, and
we expect them to shop more online and across all devices.
Retailers need to be ready to engage them online and on their own
terms.”
Despite their heightened interest in mobile shopping, however,
high-tech consumers see a lot of room for improvement in the
experience. Eighty four percent reported being satisfied with their
overall online shopping experience irrespective of device, but only
66% were satisfied with their shopping experience, when using a
smartphone to make a purchase. Some said it’s easier to use a PC
keyboard and mouse than a smartphone to shop. Some also complained
that they can’t get clear or large enough images on a mobile
device.
The survey also showed that:
- 69% of high-tech shoppers researched products on a mobile
device during a store visit vs. 54% of non-high-tech shoppers
- 76% of high-tech shoppers tracked delivery on a mobile device
vs. 65% of non-high-tech shoppers.
Overall, the percentage of online consumers who use mobile or
both mobile and PCs is on the rise. Other comScore data showed in
July 2015 that nearly 80% of online shoppers used both PCs and
mobile, up from 66% in September 2013. Eleven percent of online
shoppers used mobile only, up from 8% in September 2013. Those who
used desktop computers exclusively declined to 10% from 26%.
The UPS Pulse of the High-Tech Online Shopper survey also showed
that high-tech-shoppers used alternative delivery options more than
their non-high-tech counterparts. Thirty seven percent of high-tech
consumers said they preferred product delivery to locations other
than their homes. Among non-high-tech consumers, however, 30%
preferred delivery to locations other than their homes.
Many UPS consumers prefer alternative delivery options to
safeguard against theft of high-value items. UPS addresses this
consumer preference with two delivery programs: UPS My Choice®
service and UPS Access Point™ locations. UPS My Choice service
allows online shoppers to conveniently manage their residential
deliveries. UPS Access Point locations offer convenient package
pickup and drop off. The locations primarily are neighborhood
stores with extended weekend or evening hours. UPS My Choice
members can redirect packages to nearby UPS Access Point locations
for free.
Finally, the study showed high-tech shoppers place a high value
on a smooth returns process. Among the best returns practices
identified were easy-to-print return labels, quick turnaround on
product exchanges and conveniently located stores for in-store
returns.
Other topics covered in the survey include high-tech shoppers’
in-store shopping habits and their preference for free shipping.
For more information on the UPS Pulse of the High-Tech Online
Shopper study, click here or visit
https://www.pressroom.ups.com.
About UPS
UPS (NYSE: UPS) is a global leader in logistics, offering a
broad range of solutions including the transportation of packages
and freight; the facilitation of international trade, and the
deployment of advanced technology to more efficiently manage the
world of business. Headquartered in Atlanta, UPS serves more than
220 countries and territories worldwide. The company can be found
on the Web at ups.com® and its corporate blog can be found at
Longitudes.ups.com. To get UPS news direct, visit
pressroom.ups.com/RSS.
About comScore
comScore (NASDAQ: SCOR) is the cross-platform measurement
company that precisely measures audiences, brands and consumer
behavior everywhere. comScore completed its merger with Rentrak
Corporation in January 2016 to create the new model for a dynamic,
cross-platform world. Built on precision and innovation, our
unmatched data footprint combines proprietary digital, TV and movie
intelligence with vast demographic details to quantify consumers’
multiscreen behavior at massive scale. This approach helps media
companies monetize their complete audiences and allows marketers to
reach these audiences more effectively. With more than 3,200
clients and global footprint in more than 75 countries, comScore is
delivering the future of measurement. For more information on
comScore, please visit comscore.com.
Kyle Peterson, UPS
404-828-4626
kylepeterson@ups.com
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