In a recent Walker Sands poll, 41 percent of over 1,600 consumers surveyed report buying all, or at least most of their holiday gifts online last year.
In order to get a better understanding of this year’s online holiday shopping trends, the 2017 Future of Retail Holiday Report (registration required) includes survey results on everything from how often consumers shopped online to the devices they prefer to shop with, as well as the motivators behind their buying habits online.
Among the 41 percent that completed their holiday shopping online last year (defined as “high frequency” online shoppers), 71 percent say that they shop online at least once a month. Out of these high-frequency shoppers, 44 percent of them report that they are likely to make a purchase on a voice-controlled device in the coming year. 66 percent of them said that they have used Amazon Prime in the past year.
The survey broke down the device usage preferences by among the high-frequency online shoppers, and it found that 78 percent preferred to use a desktop, 48 percent a mobile device, and 24 percent via a voice-controlled device.
In regards to the top motivators for shopping online, 81 percent said “free shipping options.” Speed of deliveries and shipments had also been ranked. 40 percent claimed that next-day shipping was a top motivator to buy online, and 39 percent listing same-day delivery.
59 percent of the survey respondents hadn’t used same-day delivery. But for those who had, the biggest majority utilized Amazon. 19 percent purchased a same-day delivery via Amazon Prime, and 18 percent used Amazon Prime Now’s 2-hour delivery service.
Out of the respondents, a third of them admitted that they’d be willing to pay up to a $10 shipping charge for same-day delivery. 29 percent was willing to pay up to $10 for same-day shipping.
“Shoppers are more concerned with timely delivery than a reasonable delivery charge,” says Walker Sands, noting that online retailers should consider alternative options like in-store pick-up or third-party delivery services.