UPS – high-tech online shoppers study

United Parcel Service (UPS) has published its “2016 UPS How to Click with High-Tech Online Shoppers” report that is intended to help retailers gain insights into how to win consumers of technology goods.

The Consumer Technology Association says that 68% of US consumers plan to purchase technology gifts during the holiday season.

A statement from UPS said: “High-tech purchasers have made significantly more purchases on their smartphones in 2016 (42%) versus purchasers of non-high-tech items (27%). High-tech purchasers are also heavy users of social media, with 42% following retailers’ social channels. Thirty-seven percent of high-tech purchasers say that social media influences their purchasing decisions and 25% are making purchases on social media sites.

Though high technology shoppers do much of their shopping online, some 46% of their purchases are made in store while 5*% of those shoppers prefer to make their returns to the store as well.

David Roegge, Director of High-Tech Segment Marketing, UPS, noted: “High-tech shoppers have distinctive purchasing behaviors, and retailers need to look at what motivates them and influences their decisions across the shopping experience from pre-purchase through purchase, delivery and returns.

“These shoppers hold a lot of purchasing power this holiday season, and it’s important to understand what makes them click.”

UPS said the study findings show that “high-tech purchasers are much like the high-tech industry”. They are:

“Hyper connected: Always online, heavy users of mobile and frequent users of social media in the shopping experience

“Explorers: On the hunt for choices, convenience and deals and look to multiple sources of information to inform purchase decisions

“Convenience-centric: They “embrace” the store as part of the shopping experience and look for easy returns experiences and convenient delivery options”

The report also showed that 39% high technology shoppers prefer alternative delivery locations more than non-high tech purchasers (31%)
 
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