Customer behavior is a very difficult thing to decode as no two person has the same taste, preferences, and mindset while making an online purchase. Although, it is practically impossible to explore the exact shopping behavior of each and every visitor to an eCommerce store. However, implementing time to time customer surveys do provide a crucial insight into the consumer behavior.
Here is a detailed result of a survey done by Capillary Technologies, an omni-channel customer engagement and eCommerce solution provider company in the eCommerce domain regarding the online shopping behavior of customers at night. The study was done on the top 10 cities based on the number of online shoppers available. The survey broke the various age old myths and revealed many new facts. It reversed the notion that mobiles are more used for online shopping as people are more active on desktops during night. Check out this statistical data given below to know what shoppers love to purchase after 9 pm.
Cosmetics-
Cosmetics are the favorite of every woman but you would be surprised that men do love to shop cosmetics stuff. Don’t believe us, check out this statistics. The average purchase value of cosmetics was found to be 1% higher during the time period of 9 pm to 9 am as compared to the time duration of 9 am to 9 pm. While the women contributed 76% in the sales, the share of the men were found to be 34% in the time period between 9 to 11 pm as active users. The other facts about the survey were that senior citizens above 65 years of age do love shopping cosmetic items but the major chunk of sales revenue is driven by adults in the age group of 18 to 34 years. Around 15% of shoppers in this category were found to be above 35 years of age.
Groceries-
Unlike the cosmetics, the groceries have a negative impact on the purchase value after 9 pm as the percentage of purchase drops by 8% at night as compared to the morning time slot of 9am to 9 pm. Considering the shopper’s division, a majority of people ranging in the age of 18 to 34 year olds constitutes more than half of the total number of grocery shoppers. While, around 34% of shoppers were in the age group of 35 to 65 years.
Sports and Fitness goods-
It is not just about personal care and kitchen items, people do love to shop sports and fitness goods between 11 pm to 2 am. It would be a little surprising but fitness is something that comes late into the minds of people. However, there is a stark difference in the interest of the gender regarding the same. While the 73% of men were active at night only 27% of women were interested in purchasing sports and fitness goods during night. Although, the people in the age group of 18 to 34 years are the majority shoppers but there are even people in the age group of 65 years that do purchase sports goods online.
Apparels-
It is one of those segment where women are currently having an upper hand when compared to men while shopping online at night. Around 63% women and 37% men were active in the 10 to 11 pm time period while making apparel shopping. More than 50% of online shoppers in this category were found to be in the age group of 18 to 34 year olds, while around 35% of shoppers fall in the age group above 35 years of age who make the online purchase at night.
Consumer Durable’s and Information Technologies (CDIT)-
As per the survey, around 72% of men and 28% of women were active during 9 pm for making purchases regarding consumer durables. It also showed the similar trend like Apparel segment as 50% of shoppers were in the 18 to 34 age group while those above 35 years of age forms 22% as nocturnal shoppers.
By analyzing above categories, the changing shopping behavior of customers during the night can be clearly understood. With a clear idea about the statistical data, companies involved in the field of eCommerce can surely make a good fortune. These companies can send targeted promotional emails to those active customers during the night and can optimize their conversion rates to a great extent.
