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Ecommerce study reveals emerging consumer trends

April 27, 2012

Ecommerce shoppers are spending more of their disposable incomes at web-based stores and using a variety of devices when browsing, a report by WorldPay revealed.

Ecommerce shoppers are spending more of their disposable incomes at web-based stores and using a variety of devices when browsing, a report by WorldPay revealed. The survey found U.S. consumers were spending just slightly more of their disposable dollars online than average global shoppers, at 23 percent versus 22 percent, respectively.

Customers have also started to veer away from primarily using laptops or home computers for their online shopping and switching to new devices. Of those surveyed, 15 percent reported using smartphones and 9 percent tablets when they completed transactions through ecommerce sites’ online credit card payment processing gateways. 

The growing popularity has influenced the way users shop, and in some instances has encouraged them to buy more. Mobile devices have made it possible for consumers to complete purchases from their living rooms while they watch TV and before falling asleep in bed, the study found. Surprisingly, respondents said they have even completed online purchases in the garden or bathroom.

If consumers are using iPads when browsing and buying, they might actually spend more, according to a RichRelevence study. The Shopping Insights 2012 Q1 Mobile Study discovered Apple brand tablet users complete more mobile payments processing transactions than shoppers using other devices.

Retailers can use this information to create better multichannel shopping strategies. They might earn more revenue and capitalize on sales opportunities with higher frequency when they optimize websites for use on mobile devices and iPads in particular. 

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