Five Surprising Facts About Small-Tech Shoppers

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By Published On: September 30, 20190 Comments

Small devices, from mobile phones to the latest camera are items that every online shopper purchases at least once. For online shoppers, seven per cent bought a small device or piece of technology in their last purchase, with 35 per cent of them purchasing within the previous two to six days. 

Shopping via mobile is a platform that’s growing exponentially. In the next few months, M-Commerce is forecast to grow by 31.5 per cent by 2020 and generate $270 billion. This is a market that’s proliferating, not just by retailers, but also by customers. But, are shoppers using this platform to make a small tech or device purchase, or are they sticking to traditional forms of e-commerce?

In the latest Shopper Profile Report on Small Tech and Devices, which is out next week, the Power Retail team provides deep insights from online shoppers whose last purchase was a tech and small device product. If you’re itching to find out some intriguing facts about the online tech shopper in Australia, this is the report for you.

  1. Boredom Can Lead to Shopping
    While some retailers may think that customers browse for their next purchase while working, talking with friends or even in the bathroom, 36 per cent of online shoppers make a purchase when they have nothing to do. Moreover, 28 per cent of said shoppers prefer to browse while they’re lying in bed. Retailer Apps and Instagram Shopping are both (relatively) easy ways to tap into this market, with 19 per cent of shoppers thumbing through products while on social media.
  2. Large Retailers and Marketplaces Lead the Pack
    Despite the news of large retailers struggling to find their feet during the transition into E-Commerce, they remain the favourites for online shoppers. In fact, 38 per cent of the surveyed making their last purchase at a large retailer. Thirty-four per cent of customers last shopping in an online marketplace such as Kogan, Catch or eBay, and 16 per cent bought from a small retailer.
  3. Buy Now Pay Later is Popular but Not Essential
    BNPL isn’t anything new for online shoppers or retailers – Afterpay, Openpay, Zip, Payright and everyone in between has embraced the split payments platforms. However, not all customers are convinced that the service is for them, with 65 per cent of shoppers knowing about BNPL but not using it. For those who do use the service, more significant transactions such as cameras, smart tech and network hardware dominate the goods purchased with the platforms.
  4. Influencers Still Hold Major Influence Over Shoppers
    Even though it seems the ‘Influencer Bubble’ burst in the last few months, there hasn’t been a shortage of influence that the social media stars hold over customers. Within the last month, customers have planned to buy three items that they’ve seen from an online influencer. Over the last twelve months, Facebook and Instagram have continued to control the social media labyrinth, with 64 per cent and 47 per cent of online shoppers using them, respectively. When seeking influencers to follow, 54 per cent of shoppers prefer to follow someone who ‘helps [them] find bargains’, and half of them following those who give product reviews and recommendations.
  5. Desktop Rules Supreme… For Now
    Online shoppers continue to showcase their preference for computers when it comes to e-commerce, with 52 per cent of online purchases made via laptop or desktop. However, there’s been a push for M-Commerce in the last few months, with 33 per cent of those surveyed making their previous purchase via a website on a mobile or tablet. As the two main channels for shopping go head-to-head, Retail Apps are slowly making their way into the mainstream, with 15 per cent of online shoppers making this platform the source of their last purchase.


What Can We Learn From This Data?

The Power Retail Shopper Profile report shows that online shoppers love the idea of convenience, but they typically won’t spend more than $150 in a single transaction online. While BNPL dominates some of the industry, most online shoppers won’t make a purchase and schedule payments.  

As we’ve seen in the past, social media influencers still have some control over what a customer wishes to purchase, but they have to remain neutral to gain a shopper’s trust. It’s not always the hottest tech that will entice a customer to make a purchase; it’s about trustworthy reviews of the latest items that will bring in the masses. 

For retailers, expensive items like tech, no matter how small, takes a bit of extra effort before a customer will commit to purchase; honest reviews, ‘really big’ discounts and a diverse range of products are the way to a customer’s heart. 

Retailers are currently trying to find the sweet spot for customers – whether it’s BNPL, influencers, an optimised site or simply a significant discount, customer habits are set to change within the next few months, so it’s safe to be prepared for anything that is thrown a retailer’s way. 

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About the Author: Power Retail

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