According to NPD research, 45% of impulse purchases are made in brick-and-mortar stores, but only 23% are made online. The conceptual scope of unplanned shopping is wider than impulsive consumption, but this report also proves from the side that consumers shopping online will be more rational, or in other words, more purposeful than shopping in brick-and-mortar stores. Data source: "2018 E-commerce Industry Research Report" If you want to understand the shortcomings of traditional e-commerce unplanned shopping, there is another data for reference. The per capita usage time of e-commerce applications is generally not too high.
According to the "2018 E-commerce Industry Research Report" released by Aurora Big Data, users use Pinduoduo and mobile Taobao the most frequently, with an average daily frequency of more than 4 times. Users of JD.com and Tmall use it about 3 times a day, and the frequency of use of other apps is less than 3 times. In terms of duration, the usage duration of mobile Taobao and Pinduoduo is longer, more than 20 minutes, the usage duration of Xiaohongshu, Mogujie, Jumeiyoupin and Tmall is medium, 15-16 minutes, and the usage duration Phone Number List of other apps is longer. Short, 10 minutes or less. To buy goods online, users must first open the website or app, compare the price of the goods, browse the picture and text introduction, and the comments of netizens.
In this short 20 minutes or 10 minutes, it is difficult to set aside more "rich" time, prompting consumers to "hang around" for unplanned shopping. In addition to the limitations of displaying "products" on computer web pages and App information flow mentioned above, major platforms must make every "recommended" product a favorite product of consumers, resulting in a certain concentration of e-commerce consumption. change.