Online shopping is gaining even more momentum, and marketers need to address the changing demographic. Image: Flickr / myklroventine / CC-BY
The internet has been a boon to sales and advertising. For internet-based businesses, convincing customers to click the “buy” button can, at times, feel like a challenge. For affiliate marketers, understanding what encourages that click is even more important. New surveys offer some important insight on how to convert visitors into customers.
Understanding the demographics
The demographics of online shoppers are constantly developing, as a wider range of individuals become comfortable with the internet. More than half of online shoppers are female, with an average age of 42 and a mean yearly household income of about $65,000. A 2011 report on discretionary spending found that more than half of households have less than $10,000 per year to spend on “discretionary” categories such as education, entertainment, personal care and clothing. Slightly less than 6 percent of households account for 20 percent of all discretionary spending in the United States.
Additionally, two out of every three people researched have stated they trust the internet for product research, while only 35 percent trust television commercials.The takeaway is that most online shoppers do not have a lot of money to spend on non-essentials but are likely to shop the internet first when they do decide to purchase.
What shoppers are looking for
When customers are shopping and researching online, there are looking for specific things. Shopping online is becoming a game of sorts; customers look for satisfaction and a feeling that they have won. This means the more information, the more research and the more social interaction, the more likely a customer is to buy. Customers love to share socially and love to feel like they are getting a deal.
How to appeal to the new online shoppers
With shoppers who have less money to spend looking for a feeling of “success” when shopping, how should marketers adapt? First, offer a feeling of “specialness” or reward with purchases that helps customers feel like they have “gotten away with something.” Second, make your brand the online authority on your product, service or industry. Purchases online are often research-driven, and offering as much information as possible will help customers feel more comfortable purchasing.
