Cyber Monday might be a week away, but online retailers in the U.S. have already been slashing prices and showcasing this year’s deals. Today we shine a light on how best to influence these deal-hungry shoppers.
Mobile may have been the dominant shopping device during China’s Single’s Day, but in the U.S. PCs/laptops still rule the commerce landscape – the majority of the 77% of internet users shopping online each month are buying via these more traditional devices.
In contrast to the enthusiasm among China’s online shoppers for social buying channels like WeChat, U.S. consumers are still wedded to the more traditional product research routes like search engines (62%), consumers reviews (51%) and brand sites (39%). That said, social media is growing into a key touchpoint for product research (31% use it), and this will be an important channel to raise awareness of deals, especially among younger age groups.
To motivate these consumers to complete their purchases, brands need to offer them convenience and reliable third-party reviews – factors which resonate most strongly among older age groups. For younger groups, it’s next-day delivery and comments on social media which make the difference.