UPS-2018年网购消费者行为调查报告（英文）-2018.3-16页-1mb

UPS Pulse of the Online Shopper™ Study Summary (Canada, 2018)

Core Content

The 2018 UPS Pulse of the Online Shopper™ Study focuses on understanding the behaviors and preferences of online shoppers in Canada, highlighting how they interact with both online and physical retail channels. The study categorizes findings into Constants, Movers, and Emergers, representing enduring, growing, and emerging trends in retail.

Main Findings

Constants: Persistent Retail Behaviors

• Satisfaction with shopping experience: 75% of online shoppers are satisfied with the overall online shopping experience, consistent with 2013 levels. Satisfaction is highest for desktop/laptop shopping (79%) and lowest for physical store shopping (59%).
• Shipping and logistics: Consumers expect quick fulfillment and delivery. 61% expect next-day delivery for orders placed by 5 p.m., and 63% expect same-day delivery for orders placed by noon.
• Return preferences: 64% of those who returned items in Canada prefer returning to a physical store, but more use the ship-to-store option (64% vs. 45%). Ease of use and free returns shipping are the top reasons for returning items to retailers.
• In-store experience: 70% of shoppers say they will shop the same amount in store compared to the previous year, but only 59% are satisfied with the in-store experience, which is the second lowest globally.

Movers: Growing Trends

• Mobile shopping: 81% of Canadian online shoppers use a smartphone, but only 41% make purchases on them. Mobile is primarily used for research, such as reading product details, comparing prices, and looking up reviews.
• International shopping: 83% of Canadian online shoppers have made purchases from international retailers, the highest among all countries surveyed. The U.S. is the most common source of international purchases (76%), followed by China (52%). Common reasons include unavailability of products in Canada, better prices, and unique items found on Canadian marketplaces.
• Store engagement: 34% of Canadian shoppers have items shipped to store for pickup, and 43% plan to use this service more often next year. 38% of non-grocery purchases are made in-store on average.

Emergers: Future-Ready Retail Trends

• Alternate delivery locations: 42% of Canadian shoppers prefer shipping to alternate delivery locations, and 38% use them. Urban shoppers prefer these options more (47%). Consumers are interested in extended hours and reduced fees for these locations.
• Marketplaces: 96% of Canadian online shoppers have purchased from a marketplace. 32% research more on marketplaces, and 29% intend to purchase more. Top reasons for using marketplaces include better prices, free/discounted shipping, and broader product selection.
• Retail technologies: While consumers prefer interacting with people in stores (53%), they are more comfortable with chatbots for online tasks like product information and order/return processing. Only 46% are open to using robots in stores, citing concerns about impersonality and job displacement.

Key Takeaways for Retailers

• Deliver a Consistent Experience: Ensure parity across all retail channels to maintain brand consistency and customer satisfaction.
• Offer Flexible Delivery Options: Include in-store pickup, alternate delivery locations, and expedited delivery to meet evolving consumer preferences.
• Elevate the In-Store Experience: Make physical stores relevant by enhancing the shopping experience through engagement and convenience.
• Empower the Shopper: Provide convenient tools like in-store technologies and a robust mobile shopping experience.
• Focus on International: Canadian shoppers have the highest incidence of purchasing from international retailers. Prioritize international shipping to expand customer base and offer competitive pricing.

Methodology

• The study was conducted by comScore and included over 18,000 online shoppers globally, with 1,100 respondents from Canada.
• Participants made at least two online purchases in a typical three-month period.
• Data was collected across Q1, Q2, and Q3 of 2017 to evaluate consumer shopping habits from pre-purchase to post-delivery.