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Does Your Marketing Include an Online Presence Targeted to Digital Natives?

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Introduction (PVC) There are millions of individuals around the world who born after 1995. These folks are what we can call Digital Natives, this is, folks that grew up with a digital device at their hand.  They are what many folks refer to them as the Gen Z. They never knew life without mobile devices, and they are rarely without one in their hand. A mobile device is how they communicate, shop, research, and get directions; for most, it has also replaced the television as the primary screen to watch video content. So of course, they can’t and they won’t go anyplace without their smart phone in hand. Despite how easy it is to launch a web store, scaling an online business remains extremely difficult even for the most seasoned ecommerce expert. Ecommerce sales are growing, but many retailers are struggling to capitalize on their digital sales channels. The secret to success in 2017 is no longer just get it out there and see how it performs. The most successful retailers are strategic and targeted in their efforts, both offline and online. If a business owner has the desire to grow and increase revenue, it is of the most important for the business to have a solid presence online. But what does that mean? What is to have online presence? It really means a great deal of effort, action and constant activities, for example: • Have a well designed website. (Note. This is a website with the elements directed to the target audience of the company. A website that speaks, motivates and produces a response from those the website was created for. It is not a website the business owner likes very much but tells nothing to those that can buy the products or services of the company. This is a common mistake.) • Depending on the type of business, have a well-defined Loyalty program offering real benefits to those customers following the business. • Have a great online reputation. Make sure customers have the channels to speak about your business, products and services. Channels such as: Super Media, Merchant Circle, HotFrog, CitySearch, Kudzu, CitySquare, MapQuest, iBegin and Facebook. • Have a presence in Facebook, LinkedIn, Twitter, Pinterest and Instagram. This requires constant posting of articles, pictures, comments, product review, new services, news and other items that will be of interest to your audience. • Campaigns. This is a MUST to do. Nowadays technology allows owners of small companies to produce reasonable marketing campaigns launching real advertisement material across a number of online platforms. These technologies and this effort has the tendency of balancing the competition for the different marketplaces especially competing with large organizations with big pockets. Effectively targeting a ready-to-buy audience, though, requires solid data and statistics on your customers. For most small and mid-market ecommerce businesses, bandwidth is low and resources even sparser. Conducting such high-level research to gain a full industry view of who buys what, where and why is costly and heavy on time. Having said all this, here you have some amazing statistics of marketing online. There is a great deal of information that if properly understood and cross- referenced, has the potential for very interesting applications in your online marketing planning and performance.

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Online shopping • 51% of Americans prefer to shop online • 96% of Americans have made an online purchase in their life, 80% in the past month alone • Ecommerce is growing 23% year-over-year, yet 46% of American small businesses do not have a website • Online orders increase 8.9% in Q3 2016, but average order value (AOV) increased only 0.2% — indicating that transactional growth is outpacing total revenue. Ecommerce trends by generation • 67% of Millennials and 56% of Gen Xers prefer to shop on online rather than in-store. • 41% of Baby Boomers and 28% of Seniors will click to purchase. • Millennials and Gen Xers spend nearly 50% as much time shopping online each week (six hours) than their older counterparts (four hours). • 48% of millennials have shopped on marketplaces, 76% at large retailer sites, 46% on webstores or independent boutiques, and 29% at category- specific online stores. • 56% of Gen Xers have shopped on marketplaces, 76% at large retailer sites, 49% on webstores or independent boutiques, and 37% at category-specific online stores. • 59% of Baby Boomers have shopped on marketplaces, 74% at large retailer sites, 42% on webstores or independent boutiques, and 39% at category- specific online stores. • 51% of Seniors have shopped on marketplaces, 66% at large retailer sites, 30% on webstores or independent boutiques, and 44% at category-specific online stores. • Millennials and Gen Xers spend 6 hours per week shopping online • Baby Boomers spend 4 per week shopping online. • Seniors spend 2.5 hours per week shopping online. Ecommerce trends by parental status • Parents spend more of their budget online in comparison to non-parents (40% vs. 34%) and spend 75% more time online shopping each week (7 hours vs. 4 hours for non-parents). • Parents spend 61% more online than non-parents ($1,071 vs. $664). • Nearly half (49%) of parents stated that they cannot live without online shopping. • 53% of U.S. parents have shopped on marketplaces, 78% at large retailer sites, 53% on webstores or independent boutiques, and 34% at category- specific online stores. • 54% of non-parents have shopped on marketplaces, 72% at large retailer sites, 39% on webstores or independent boutiques, and 37% at category- specific online stores. Ecommerce trends by gender • Men reported spending 28% more online than women during the past year. • 52% of men have shopped on marketplaces, 75% at large retailer sites, 39% on webstores or independent boutiques, and 31% at category-specific online stores. • 56% of women have shopped on marketplaces, 74% at large retailer sites, 48% on webstores or independent boutiques, and 40% at category-specific online stores. • Men and women both report spending 5 hours per week shopping online. Ecommerce trends by city-size • Although they have greater proximity to physical stores, customers in large or mid-size metropolitan areas spend more online annually ($853) than suburban shoppers ($768) or those in rural areas ($684). • Americans in metropolitan areas are spending the most online. • 63% of suburban shoppers share that shipping costs are their least favorite part of online shopping. • 38% of rural shoppers cite strong concerns about online privacy. • 49% of Americans in metropolitan areas have shopped on marketplaces, 76% at large retailer sites, 45% on webstores or independent boutiques, and 30% at category-specific online stores. • 60% of Americans in suburban areas have shopped on marketplaces, 73% at large retailer sites, 44% on webstores or independent boutiques, and 42% at category-specific online stores. • 58% of Americans in rural areas have shopped on marketplaces, 71% at large retailer sites, 39% on webstores or independent boutiques, and 40% at category-specific online stores. • Americans in metropolitan areas report spending 4.5 hours per week shopping online. • Americans in suburban and rural areas both spend 5 hours per week shopping online. Buying frequency • 95% of Americans shop online at least yearly. • 80% of Americans shop online at least monthly. • 30% of Americans shop online at least weekly. • 5% of Americans shop online daily. Customer location at time of purchase • A quarter of online shoppers (25%) have made an online purchase from a brick-and-mortar store. • 43% of online shoppers have made a purchase while in bed. • Millennials and Gen Xers are nearly 3x as likely as Baby Boomers and Seniors to have made an online purchase from bed (59% v 21%). • 23% of online shoppers have made an online purchase at the office. • Nearly 3 in 10 (29%) of Millennials and Gen Xers have made a purchase from the office. • More than 15% of Baby Boomers and Seniors have made a purchase from the office. • 20% of American online shoppers have purchased from the bathroom or while in the car (a +1 for mobile commerce). • Millennials and Gen Xers are 5x more likely to have made an online purchase from the bathroom (31% v. 6%) than Baby Boomers and Seniors. • One in ten customers admitted to buying something online after drinking alcohol. • Men are more than twice as likely as women to have made a purchase after consuming alcohol (14% to 6%). • Younger generations are 5x more likely to drink and shop than their older counterparts (15% to 3%). • Parents are twice as likely as non-parents to have made an online purchase after drinking (15% v 7%). Types of online goods purchased • 60% of shoppers have purchased clothing, shoes and accessories items from large retailers, 54% at marketplaces, 44% from category-specific and 45% from webstores. • 43% of online shoppers have purchased computers or electronics from marketplaces, 41% from large retailers, 29% at category-specific online stores and 17% at webstores. • 34% of shoppers have purchased beauty items at marketplaces, 31% at large retailers, 29% at webstores and 25% at category-specific online stores. • 55% of shoppers have purchased books, movies and music shop at a marketplaces, 36% at large retailers, 24% at webstores and 21% at category- specific online stores. • 18% of shoppers have purchased flowers and gifts on marketplaces, 18% at large retailers, 24% at webstores and 28% category-specific online stores. Influencing factors on conversion rates • The top three factors that are very or extremely influential in determining where Americans shop are price (87%), shipping cost and speed (80%) and discount offers (71%). • Seniors are less influenced by discount offers than other generations: 47% to 74%. • Almost a quarter of online shoppers (23%) are influenced by social media recommendations. • 42% online customers find recommendations from friends and family influential, twice the number who cite advertisements as influential when determining where to shop. • Younger generations more receptive to advertising: Millennials and Gen X are twice as likely as older generations (27% vs. 14%) to be influenced by advertising. • 23% of shoppers are influenced by social media recommendations/reviews. • Online shoppers want products to be brought to life with images (78%) and product reviews (69%). • Female respondents cited that they enjoy online shopping (51% vs. 37% of male respondents), invest more time (60% vs. 46% for male counterparts) to find the best deals and often search for coupon codes to get discounts (48% vs. 29% for males). • 66% of online shoppers have decided not to buy an item because of shipping costs. • 72% of females and 59% of males have decided to abandon their purchase because of shipping costs. • 49% of cite not being able to touch, feel or try a product as one of their least favorite aspects of online shopping. • 34% said difficult to return items and long delivery estimates were also a pain (indicating a desire for same-day delivery). • 21% of Americans state that unattractive or hard-to-navigate websites is frustrating when buying online. • 78% of online shoppers want more images from ecommerce sites. • 69% of online shoppers want more reviews from ecommerce sites. • 46% of online shoppers want more product comparisons from ecommerce sites. • 42% of online shoppers want more testimonials from ecommerce sites. • 30% of online shoppers want more video from ecommerce sites. • 42% of online shoppers have made a purchase they later regret. • Millennials are more likely to experience purchaser’s regret than any other generation (51% v 37%). • 21% of Americans have accidentally bought something they didn’t want. • More than half of Millennial and Gen Xers (55%) have overspent when shopping online, while just under two in five (38%) of baby boomers and seniors have done the same. • 48% of online shoppers have bought or spent more than planned when shopping online. Social media as an influencing factor on conversion rates As social commerce continues to grow, these trends are indicative of the massive potential for retailers to connect with shoppers on their favorite platforms. • 30% of online shoppers say they would be likely to make a purchase from a social media network like Facebook, Pinterest, Instagram, Twitter or Snapchat. • 20% of online shoppers would be likely to make a purchase from Facebook. • 17% of online shoppers would be likely to make a purchase from Pinterest. • 14% of online shoppers would be likely to make a purchase from Instagram. • 12% of online shoppers would be likely to make a purchase from Twitter. • 10% of online shoppers would be likely to make a purchase from Snapchat. • Men are more likely than women to make a purchase through Facebook (23% vs. 17%). • Men are more likely than women to make a purchase through Instagram (18% vs. 11%). • Men are more likely than women to make a purchase through Twitter (17% vs. 7%). • Men are more likely than women to make a purchase through Snapchat (15% vs. 6%). • 29% of online shoppers would be likely to follow a brand on Facebook. • 21% of online shoppers would be likely to follow a brand on Pinterest. • 21% of online shoppers would be likely to follow a brand on Instagram. • 18% of online shoppers would be likely to follow a brand on Twitter. • 13% of online shoppers would be likely to follow a brand on Snapchat. • 20% of online shoppers would purchase an item a friend has included on their Pinterest board. • 18% of shoppers would purchase an item a friend liked on Facebook. • 21% of online shoppers would purchase an item featured in a brand’s Facebook post. • 18% of online shoppers would purchase an item from a brand’s Pinterest board. • 51% of Millennials would be likely to make a purchase over social media. • 36% of Gen Xers would be likely to make a purchase over social media. • 14% of Baby Boomers would be likely to make a purchase over social media. • 3% of Seniors would be likely to make a purchase over social media. • 29% of Millennials and Gen Xers would likely make a purchase through Facebook if given the option. • 26% of Millennials and Gen Xers would likely make a purchase through Pinterest if given the option. Online shopping in society • 2 in 5 (40%) online shoppers say they couldn’t live without online shopping. • Millennials, Gen X and Baby Boomers are more than twice as likely as seniors to say they couldn’t live without online shopping (43% to 20%). • Online shoppers are nearly twice as likely to say they could not live without online shopping as they are to say they could not live without streaming music (40% to 21%). • Online shoppers are 8x as likely to say they could not live without online shopping as they are to say they could not live without dating apps (40% to 8%). Shopper characteristics by channel Marketplace shopper characteristics and trends • 55% of all ecommerce sales are done through branded stores, vs. 45% via marketplaces. • Of the 45% of all sales through marketplaces, the most common destinations are: o Amazon – 36% o eBay – 8% o Etsy and others – 1% • Shoppers on marketplaces search for product online more often and spend more online, too. • The marketplace shoppers is more likely than the average shopper to enjoy taking their time to find the right deal (62% v. 54%). • More likely to research brands before making a purchase (61% v. 48%). • Average amount spent per year on marketplaces: $488. • What marketplace shoppers buy: Book, movies, music (44%), Clothing, shoes and accessories (43%), Computers and electronics (34%), Health and beauty products (29%). • 70% of shoppers plan to check out Amazon Prime on Prime Day,per DigitalCommerce360

August 20 2017

Source: BigCommerce