Shopper Motives & Preferences in a Digital-First World

Shopper Motives & Preferences in a Digital-First World

In an all-DTC world, people are online shopping — a lot. To better understand consumer behavior and fundamental changes going into Q4 and beyond, Bluecore surveyed 1,005 U.S. online shoppers over the course of a two week period in Q2 2020 on their preferences. Below are our findings on which channels, products and incentives have the most influence on their purchase decisions.

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Word of mouth has the greatest impact on purchase decisions.

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  • 68% of respondents rated word of mouth as having the most impact on their purchase decisions, rating it a 4 or 5, followed by online ads (49%).
  • Shoppers view influencers and celebrities differently: 42% view influencers as low impact, whereas 52% saw celebrities as low impact.
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Younger consumers (<45) are the most impacted by the top three channels (online ads, email, and word of mouth).

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  • For the top three most impactful channels (ads, email, and word of mouth), younger consumers and men would be impacted the most.
  • Men are impacted more than women by both online ads and email, but there is no difference in impact from word of mouth.
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Consumers are most willing to try new brands for tops, pants, or shoes.

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  • Hosiery is the product category that the fewest shoppers would buy a new brand for (17%).
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Word of mouth and online ads reign as most influential when trying a new brand.

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  • Consistent with what we see above, consumers say that word of mouth and online ads would have the most influence on their purchase decision if they were considering buying a new brand.
  • Again, here celebrities have a smaller impact than influencers.
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60 percent of online shoppers find free shipping as the most compelling incentive to purchase.

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  • Second to free shipping is a percent-off offer, with more than one in four (27%) rating a percent off as most compelling.
  • Other incentives would be much less impactful in terms of influencing purchase behavior.
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Percent-off incentives are most compelling to younger consumers.

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  • While free shipping is the most impactful incentive for all age groups, it is less compelling for younger consumers.

A third of surveyed shoppers are highly likely to purchase a product from a brand that offers a trial or in-home testing period.

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  • Two-thirds are likely to purchase if offered a trial period (66% rate their purchase likelihood 50-100%) while one-third is unlikely (34% rate their purchase likelihood 0-49%). 
  • The average likelihood to take advantage of this type of offer is 57%.
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Methodology

This data was collected through an online panel conducted by Dynata.

  • The surveys were distributed over the course of a two-week period in Q2, 2020
  • 1,005 US-based individuals responded to the survey
  • Respondents were the primary or shared decision-maker in their household
  • Respondents frequently or occasionally shopped online prior to COVID-19