Bronto's “Consumers Tell All” Report Reveals 60% of Consumers Shop Online 1x a Month and Shoppers Prefer Buying from Smartphones vs. Tablets

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New survey research provides data about online shopping habits, demographic and regional trends, and insights into why consumers buy

Bronto's Consumers Tell-All Report

Bronto Software, provider of the leading marketing platform for commerce, today released the first of a three-part “Consumers Tell All” series that presents new research about consumer online shopping habits and mobile device preferences, providing new insight into consumer buying behaviors. In this series, Bronto went straight to the source to ask online shoppers to reveal how they shop, confess what annoys them and divulge what makes them want to buy.

“According to the data, consumers are not spontaneously window shopping online stores or casually browsing product pages. They are utilizing multiple devices to extend their shopping experience and influence purchase decisions, creating a nonlinear ‘path to purchase’ that today’s marketers need to understand and embrace,” said Jim Davidson, Head of Research for Bronto Software. “The research included in the ‘Consumers Tell All’ series provides insights to help today’s marketer understand the customer lifecycle, behaviors and preferences that can assist in the development of effective strategies to meet the demands of the consumer-driven e-commerce landscape.”

The first part of the series focuses on online shopping frequency and reveals:

  • 60% of consumers shop online at least once per month.
  • 24% (Nearly 1 in 4) shop at least once per week.
  • 30% of males shop online once per week compared to only 18% of females.
  • Females shopping online once per week declined 7%.
  • 76% of 18-49 year olds shop online at least once per week.
  • Weekly shoppers aged 40-49 dropped 9%.
  • Online shoppers in the West are the most active with 66% shopping at least once per month.
  • The proportion of weekly shoppers in the Northeast jumped 5% while the South and Midwest saw declines of 4% and 3% respectively.

Mobile devices have enabled consumers to shop when and where they wish, causing retailers to develop seamless shopping between sites and stores in order to meet their expectations. Bronto’s research highlights data that marketers can use to build strategies for success by understanding evolving demands for convenience and connection in today’s consumer-driven marketplace.

The second report in the series focuses on mobile device usage and preferences and will be released in the spring of 2015. A preview of that data includes:

  • 39% of smartphone shoppers prefer shopping on an app vs. 61% who prefer a mobile web browser.
  • 31% of tablet shoppers prefer shopping on an app vs. 69% who prefer a mobile browser.
  • 10% of online shoppers preferred buying on a smartphone vs. 7% on a tablet.
  • 24% of online shoppers buy online at least once per week. Consumers aged 30-39 were the most active weekly buyers with 37% of the group reporting weekly purchases.
  • 63% of online shoppers report owning a smartphone. 1-in-3 reported owning a basic mobile phone.
  • Seniors owning tablets jumped from 35% to 41% while smartphones dipped from 26% to 43%.

The third part of the series, to be released in the summer of 2015, will explore shopping cart utilization and expectations.

Bronto partnered with Ipsos, a global market research company to survey online shoppers about their online shopping habits, mobile device preferences and interactions with online shopping carts, cart abandonment and post-abandonment reminder messages. The study was conducted in January 2015 and consisted of 1,012 consumers in the United States who bought online within the past 12 months.

Consumers Tell All: Revealing Confessions from Online Shoppers is available for download at Bronto.com/tell-all.

About Bronto Software
Bronto Software provides a cloud-based marketing platform for organizations to drive revenue through their email, mobile and social campaigns. Bronto is the number one ranked email marketing provider to the Internet Retailer Top 1000, with a client roster of leading brands worldwide, including Armani Exchange, Timex, JustFab, Samsonite and Boot Barn. The Bronto Marketing Platform is deeply integrated with commerce platforms, including Magento, Demandware, NetSuite and MarketLive. The company is headquartered in Durham, NC, with additional offices in London, Sydney and New York. For more information, visit http://bronto.com.

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