The study undertaken jointly by Yahoo and Mindshare analyses the shopping behaviour of customers to reveal that 31 per cent shoppers opt for online shopping in order to save the time and effort that might be spent on physically going to stores to buy the same products.
About 28 per cent customers are driven to buy online due to the availability of discounts and promotions while the convenience to shop anywhere, anytime attracts the remaining 21 per cent, it said.
The study also highlights how more and more customers are taking to mobile phones to make online purchases as compared to other electronic devices.
According to the survey, majority of consumers use only mobile devices while making purchases related to apparels, electronic devices, baby and pet care products.
Most purchases made online over mobile phones tend to be regular or impulsive buys rather than expensive ones, the study claims. The study shows that the consumer path-to-purchase is turning more complex and nonlinear, with mobile at the center of this evolution.
As mobile devices become more important in the consumer’s last mile of purchase decision, brands need to build targeted, more seamless shopping experience across all channels to strengthen sales and acquire new customers,” Francis Che, Head of Insights, APAC, Yahoo said.
For those who continue to prefer in-store shopping, major detractors include non-authentic goods, unreliable delivery and lack of quality control.