UK internet users are happiest when they're shopping
Retail therapy is literally where mind meets wallet
The e-commerce marketing technology ('martech') provider, Rokt, has published research identifying the best opportunities for engaging and appealing to consumers online, concluding that the key moment is when they are already in the "buying mindset".
In a survey of over 4,000 consumers worldwide, 71% of UK respondents said they are happiest online when shopping. For years, brands have leveraged the concept of retail therapy, and now it has been proven that this concept converts to an even more powerful opportunity online - an opportunity to target consumers during a buying mindset coined The Transaction Moment - where both the mind and wallet are open.
The 'Happiest Place in Digital' report explores consumers' emotions when taking part in various digital activities, including shopping, social media, and search activity.
While most would assume that social media would triumph as the happiest place online, UK consumers are more than five times as likely to be at their happiest when completing an online purchase than watching funny videos or connecting with friends on social platforms. In addition to being the happiest, consumers are by far their most engaged online when making a purchase. Consumers are 28% less likely to be multi-screening or multitasking when completing a purchase compared to when they are using social media.
According to Geoff Smith, CMO for Rokt: "Actual consumer behaviour on the Rokt platform supports that users are most engaged and receptive during the transaction - across more than a billion transactions, more than a third opted into an offer from another brand. The engagement, focus and sentiment, providing an ideal opportunity to setup the next transaction or introduce them to a complementary third-party brand."
Findings from the report included that:
- Happy (62%) and excited (43%) are the most common emotions linked with making a purchase online, and three times as many UK consumers feel productive when making a purchase (36%) than on social media (11%). Six times as many people feel frustrated when using social media (12%) than shopping (2%), and 50% more people cite anxiety as a common feeling when on social platforms (11%) than completing a purchase (7%)
- Attention spans are affected when thinking about multi-tasking, 58% undertake other activities like watching TV or socialising with friends while on social media, decreasing to 53% when researching online purchases, and down to 42% when completing a purchase
- Three times as many people were happy to see their transaction was confirmed (51%) than when they research products (17%), suggesting more satisfaction is generated the further a consumer is through the purchase journey
- After completing a transaction, 28% of users are open to offers from the same brand, 26% express interest in signing up to loyalty programmes, and 13% want to receive offers from new and undiscovered brands, showcasing the untapped opportunity to further engage with shoppers
"The opportunity that presents itself for brands to engage with consumers is significantly greater when they are in a buying state of mind, than when exposed to search or social-based campaigns. This has been proven by our analytics, and confirmed by this research. We feel the Transaction Moment is the best opportunity in digital for brands to be introduced to and convert happy and engaged consumers," concluded Smith.
Sources: Rokt / The Marketing Factbook.
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