How We Shop in 2010: Habits and Motivations of Consumers

How We Shop in 2010: Habits and Motivations of Consumers is split into two separate documents for the UK and US, examining e-commerce consumer behaviour in both countries. 

The reports focus on how consumers interact with e-commerce brands, conduct product research, and the relative importance of different factors in the decision-making process when buying. Each report is based on a survey of more than 1,000 nationally representative survey respondents. 

How We Shop in 2010 includes the following sections in both the UK and US reports:

• Communicating and selling to the social consumer
• Understanding how advertising can be communicated to consumers
• Preferred channels for communication and marketing
• Vouchers, discounts and special offers
• Email Programmes
• E-commerce websites and related issues
• The impact of e-commerce site features on consumer likelihood to purchase
• The impact of social media
• Consumers’ accuracy when providing personal information
• Factors in product research and purchase
• Motivations, attitudes and lifestyle factors
• Mobile sophistication
• User-generated comments and reviews
• Impact of corporate responsibility factors

The report findings of How We Shop in 2010 (UK) include:

• More than half of consumers (57%) appreciate receiving advertising messages if they are directly beneficial, such as receiving a discount on a product or service.
• More than a third of consumers (36%) say that receiving an email prompts them to make an online purchase.
• More than a third of consumers (38%) do not use a social profile site.
• Nearly two-thirds of consumers (61%) use search engines to help them in their product research decisions leading up to purchase.
• Three-quarters (75%) of young people (18-26) use recommendations on social sites to help them research products prior to purchase.
• Two thirds (61%) of consumers expect to receive delivery notification via email. 
• The lowest priority for consumers when considering purchasing a product is the price.
• Electronics and computing (23%) is the category most likely to be researched online by consumers.

The report findings of How We Shop in 2010 (US) include:

• More than half (55%) of consumers report that a product with a high rating will increase their likelihood of purchasing.
• 68% of consumers aged 18-26 use emailed coupons online.
• The purchase process for women tends to involve a greater range of media than men, and to take longer.
• The age range among consumers that is most reliant on e-commerce is the 27 to 38 year-old demographic.
• Location is a more powerful factor in the buying equation than many of the other variables that are used to target products. 
• People over the age of 38 are significantly less likely to use social networks to pursue product information or seek recommendations. 

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