UPS releases high-tech online shoppers study
UPS has launched the “2016 UPS How to Click with High-Tech Online Shoppers” study to help retailers gain insights into how to win with consumers of technology goods. According to the Consumer Technology Association (CTA), 68% of US consumers – roughly 170m people – plan to purchase technology gifts this holiday season.
UPS noted: “High-tech purchasers have made significantly more purchases on their smartphones in 2016 (42%) versus purchasers of non-high-tech items (27%). High-tech purchasers are also heavy users of social media, with 42% following retailers’ social channels. Thirty-seven percent of high-tech purchasers say that social media influences their purchasing decisions and 25% are making purchases on social media sites.
While high-tech purchasers do a lot of shopping online, 46% of their purchases are made in store and 58% of these shoppers prefer to make returns to the store.
David Roegge, Director of High-Tech Segment Marketing, UPS, noted: “High-tech shoppers have distinctive purchasing behaviors, and retailers need to look at what motivates them and influences their decisions across the shopping experience from pre-purchase through purchase, delivery and returns.
“These shoppers hold a lot of purchasing power this holiday season, and it’s important to understand what makes them click.”
UPS said the study findings show that “high-tech purchasers are much like the high-tech industry”. They are:
- Hyper connected: Always online, heavy users of mobile and frequent users of social media in the shopping experience
- Explorers: On the hunt for choices, convenience and deals and look to multiple sources of information to inform purchase decisions
- Convenience-centric: They “embrace” the store as part of the shopping experience and look for easy returns experiences and convenient delivery options
The UPS study also revealed that high-tech purchasers prefer alternative delivery locations (39%) more than non-high-tech purchasers (31%).
Click here for more information on the UPS study.
