eCommerce Consumer Report

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eCommerce Consumer Report

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eCommerce Consumer Report

  1. 1. The Impact of eCommerce Website Performance on Consumer Perceptions in the U.S. The Impact of eCommerce Website Performance on Consumer Perceptions in the U.S. December 2013
  2. 2. Performance is a key issue for consumers shopping online 79% agree that website problems negatively affect their shopping experience Q11. Please select how much you agree with each of the following statements. N= 1,377 (Consumers who have shopped online in the past 6 months) SHOWN: Top 2 Box (% Strongly/Somewhat agree) NOTE: This are multi-selection questions; responses may not add to 100% 2
  3. 3. Consumers prioritize websites that are easy to use when shopping online Website Characteristics Consumers Look For When Shopping Online 88% 72% 64% 54% 12% Ease of use Strong security Clear images Fast loading times Other Q2. Which of the following website characteristics do you look for when you decide to shop at that site? N= 1,377 (Consumers who have shopped online in the past 6 months) NOTE: This is a multi-selection question; responses may not add to 100% 3
  4. 4. Nearly half of consumers have had a slow online shopping experience Website Problems Consumers Have Experienced When Shopping Online The website being too difficult to navigate 50% The website being too slow to enjoyably shop 47% The website "timing out" and thus interrupting my shopping experience 40% Security problems with the website that put my information at risk 16% None of the above Other 21% 5% Q3. What types of website problems, if any, have you ever experienced when shopping online? N= 1,377 (Consumers who have shopped online in the past 6 months) NOTE: This is a multi-selection question; responses may not add to 100% 4
  5. 5. Consumers are likely to leave a poorly performing website If a website problem makes your online shopping experience worse, are you more likely to… 81% Shop somewhere else 19% Shop at the same store at another time (at its physical location or online at a later date) Q4. When a website problem makes your online shopping experience worse, are you more likely to… N= 1,377 (Consumers who have shopped online in the past 6 months) 5
  6. 6. 65% have left items in their shopping cart because of a website issue Nearly Two-Thirds Have not purchased an item in their online “shopping cart” because of a website issue Q5. Have you ever not purchased items that you had in your “shopping cart” because of a website issue, such as slow response time? N= 1,377 (Consumers who have shopped online in the past 6 months) 6
  7. 7. More holiday shopping revenue is going online Percentage of Holiday Gift Budget Expecting to Spend Online This Season None (0%) 5% Less than 10% 9% 10% 18% 50% 26% 75% 100% Don't know are spending more of their budget online this year compared to 2012. 7% 25% 27% 25% 55% of consumers are spending more than half of their holiday shopping budget online this year 4% 7% Q7. Approximately what percentage of your holiday gift shopping budget do you expect to spend online this season? N= 1,377 (Consumers who have shopped online in the past 6 months) Q8. Is [INSERT RESPONSE FROM Q7] more or less than what you spent online last holiday season? N=1,285 (Consumers who have shopped online in the past 6 months who did not answer “I don’t know” to Q7. SHOWN: Top 2 Box (% Much/A little more) 7
  8. 8. Amazon.com has the best reputation among consumers 89% Perceptions of online shopping sites Poor Good 44% 38% 38% 28% 20% 6% 1% 6% 4% 5% 4% 19% 4% 18% 4% 17% 5% 14% 3% Q9. On a scale of 1 to 5, with 1 being “very poor” and 5 being “excellent”, how would you rate the following retailers’ online shopping experience? N= 1,377 (Consumers who have shopped online in the past 6 months) SHOWN: % of 4 and 5 (“Good”) and % of 1 and 2 (“Poor”) 8
  9. 9. They also agree they will spend most of their holiday budget at Amazon.com Where consumers plan to shop the most this holiday season 61% 8% 6% 4% 3% 2% 2% 1% 1% 1% Other 13% Q10. Which of the following, if any, do you plan on shopping the MOST this holiday season? N= 1,377 (Consumers who have shopped online in the past 6 months) 9

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