The biggest motivation for consumers buying gifts online is a belief they will save money, according to a survey by Credit Card Selector.
“From the early days the online channel has been perceived as one where ‘deals’ can be found,” says David Bradbury, Credit Card Selector founder and chief selector. “With the rise of comparison sites and the benefits of Google’s search tools consumers are empowered to track down these best deals and save money.”
With gift giving during the festive season a billion dollar business, the credit card comparison site wanted to understand what shoppers buying gifts online for Christmas 2013 thought of the experience. The survey respondents were visitors to the Credit Card Selector website.
Results also showed more than 60 per cent of survey participants found the online stores they bought from via search engines and once consumers were in the shopping mood they also treated themselves to a gift with 54 per cent making a self-purchase.
A key finding for retailers is the growth of mobile commerce. Despite only 32 per cent of survey respondents using the channel for gift buying last Christmas it is gaining acceptance and looks likely to do so once challenges such as screen size and security concerns are addressed.
“A mobile optimised website should be a number one action for the 2014 digital plan,” adds Bradbury. “Mobile will have double the impact it had in 2013 from both a search and purchase perspective.”
The survey also revealed free delivery is a big incentive for repeat sales and a major motivator for shopping online is a broad range of products.
