Report: Shipping costs key to online shopping

Ann Arbor, Mich. -- Seventy-seven percent of consumers say shipping costs factor into their willingness to shop online. Results of the CFI Group Retail Satisfaction Barometer for second quarter 2013 also show that the most common consumer activity on retail websites is browsing and researching before in-store purchase (59%).

In addition, 36% of consumers use retail websites to browse multiple stores and sites, while 24% browse and research in a store to purchase on a site and 15% browse and research in a store to purchase on a competitor’s site (showrooming).

Looking at mobile retail, the study finds only 21% of consumers use mobile applications during their shopping experience, although they spend an average of $19.97 per transaction compared to $14.99 for consumers not using mobile applications. Smartphones (78%) are clearly the most popular mobile shopping device, with tablets (10%) and a combination of smartphones and tablets (12%) following.

Other findings from the study include:

  • 60% of 18-to-24-year-olds shop online monthly and 33% shop online weekly.
  • The most popular uses for mobile shopping apps are checking prices (68%), comparison shopping (53%), and checking reviews and recommendations (49%).
  • Top three consumer complaints about mobile shopping apps are they are not helpful, too slow, and security concerns.
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