Studies by Fox Business have shown, as one might expect, that women effortlessly rule online retail in the apparel and accessories category, accounting for 71% of dollars spent, as well as in the toys category, accounting for 67% of dollars spent. However, women dominate across all categories in online shopping, including video games. Women and men not only shop differently online — women also drive most e-commerce spending.
Women’s enthusiasm for social media and growing online spending are fueling the rise of female-friendly portals, such as social shopping sites, group buying sites, limited-time flash sale sites and push-pull coupon aggregators. Further research suggests that:
- 55% of moms actively on social media everyday, said they made their purchases online because of a recommendation from a personal review blog.
- In 2014, nearly 21 million, or 63% of all online moms will read blogs. Another 14% will write about brands or products they boycott.
- 64% of moms ask other mothers for advice before they purchase a new product and 63% of all mothers surveyed consider other moms to be the most credible sources.
- Women are more likely to use long-tail keywords when searching for an item whereas men will just type in one or two words.
‘Women on the Web’ is the Google India report that looks at usage, search and even transaction patterns of women online. It is based on its internal search and usage statistics during April, 2012-March, 2013, industry reports such as iCube 2012, Comscore, May, 2013 and TNS Australia’s primary research with 1,000 online female shoppers (18-65 years of age). Here are some insights from the study:
- Out of the total 150 million Internet users in the country, around 60 million women in India are now online and use the Internet to manage their day-to-day life
- 75% of the women are under 35 years of age.
- An estimated number of 5 million women shop or transact online
- Categories such as skin care (72%), baby care (69%), and hair care (65%) products saw maximum internet based research before making a buying decision
- Women also emerged as strong brand advocates—with 80% saying they recommend their purchases to other women and 25% stating that they share it online.
Speaking about the insights and implications for the online shopping Industry players in India, Rajan Anandan, VP & Managing Director of Google India, said:
“By looking at the trends in 2012, we expect 2013 to be a strong growth year for players who’re focused on fast growing categories like apparels & accessories and niche product categories like baby products, home furnishings & health-nutrition. Remember that 72% of the audience get influenced through the digital medium on skin care, making it worthwhile to create beauty content for online consumption.”
A comprehensive look at studies on online consumer behaviour throws light upon what potential customers are seeking.
What attracts an average online buyer?
- Cash back guarantee
- Access to branded products
- Fast delivery
- The option of being able to pay on delivery: Cash on delivery is preferred by 74% of regular e-buyers, followed by debit card (18%) and credit card (5%)
What repels an average online buyer?
- Fear of faulty products
- Inability to try/ touch goods before purchasing
- Fear of sharing personal and financial details
- Inability to bargain
To conclude, here are some important tips that would help attract consumers and build their trust in the e-commerce space:
- Develop an in-depth knowledge of the customer group, concentrate on their interests and personal identities
- Emphasise on the information of the product/service in question, giving out full details.
- Closely follow forums, email surveys, customer feedback and in turn understand the demands of the consumers
- Move the Customer Service link to a more prominent spot on your website