eBay Advertising is predicting a healthy Christmas for online retail with 85% of consumers intending to maintain or increase their online shopping, on the back of new findings.
The study also found that more than a third (37%) will shop more online compared to last year, despite the prevailing tough economy. It also reveals 86% of UK online shoppers are shopping the same or more online overall compared to six months ago, citing trust (78%) and selection (70%) and value (70%) as the key reasons.
The UK findings from a study of over 5,000 European online shoppers, found that Entertainment (71%), Clothing, Shoes & Accessories (67%) and Consumer Electronics (52%) were the top most-purchased categories.
Over a third of UK online shoppers buying Consumer Electronics (38%) and Home & Garden items (37%) are buying more of these items online compared to six months ago.
When consumers choose where to do their online shopping, more than three quarters (78%) say they only buy from sites they trust. 70% choose sites where they know they’ll get the best selection of items, and 70% say they always get the best deal they can on the items they buy.
Value for money is the biggest reason why online shoppers are buying more items online across top shopping verticals, including Consumer Electronics (84%), Entertainment (83%), Clothing, Shoes & Accessories (63%) and Home & Garden (59%).
The study reveals key insights into their response to online advertising as they search, browse and buy items on the web. 60% of shoppers are most receptive to advertising when they’re on an e-commerce site.
This, eBay claims, is significantly higher compared to only 5% who are receptive to ads on portals, and 7% who pay attention to an ad when using social networks.
Display ads on e-commerce sites have the biggest impact on consumer purchase (23%), followed by sponsored links (20%). In contrast, only 4% of online shoppers said a video ad had prompted them to buy a product online in the last six months.
“As e-commerce becomes an increasingly significant part of people’s daily lives, understanding how to engage with the online consumer is fundamental to achieving advertising success,” said Director of Advertising Partnerships at eBay, Phillip Rinn.
“As our study shows, online shopping is a varying and developing behaviour. Brand advertisers that understand why and how different groups of e-buying consumers are motivated to purchase online, will have greater chance of reaching engaged consumers in the purchase mindset”.
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