UPS Survey: Get More Clicks From High-Tech Shoppers This Holiday Season
December 05 2016 - 9:00AM
With high-tech purchases expected to account for a major portion of
consumer holiday spending this year, UPS has launched a 2016 UPS
How to Click with High-Tech Online Shoppers study to help retailers
gain insights into how to win with high-tech shoppers. According to
the Consumer Technology Association (CTA), 68 percent of consumers
– roughly 170 million people – plan to purchase technology gifts
this holiday season.
High-tech purchasers have made significantly more purchases on
their smartphones in 2016 (42 percent) versus purchasers of
non-high-tech items (27 percent). High-tech purchasers are also
heavy users of social media, with 42 percent following retailers’
social channels. Thirty-seven percent of high-tech purchasers say
that social media influences their purchasing decisions and 25
percent are making purchases on social media sites.
While high-tech purchasers do a lot of shopping online, 46
percent of their purchases are made in store and 58 percent of
these shoppers prefer to make returns to the store.
“High-tech shoppers have distinctive purchasing behaviors, and
retailers need to look at what motivates them and influences their
decisions across the shopping experience from pre-purchase through
purchase, delivery and returns,” said David Roegge, Director of
High-Tech Segment Marketing, UPS. “These shoppers hold a lot of
purchasing power this holiday season, and it’s important to
understand what makes them click.”
The UPS How to Click with High-Tech Online Shoppers study
reveals what high-tech online purchasers want in their shopping
experience. Findings show that high-tech purchasers are much like
the high-tech industry. They are:
- Hyper connected: Always online, heavy users of
mobile and frequent users of social media in the shopping
experience
- Explorers: On the hunt for choices,
convenience and deals and look to multiple sources of information
to inform purchase decisions
- Convenience-centric: Embrace the store as part
of the shopping experience and look for easy returns experiences
and convenient delivery options
“Offering a seamless experience across channels, empowering
shoppers with information, looking for ways to add value through
recommendations, deals and promotions and providing convenient
options from pre-purchase to delivery and returns will help
retailers get ahead with high-tech shoppers,” said Roegge. “UPS
offers a broad suite of services to help high-tech companies of all
sizes deliver an enhanced customer experience across the shopping
journey.”
High-tech shoppers can take advantage of services such as: UPS
My Choice® service, which gives them control over when and where
they receive their high-tech product deliveries and has more than
30 million members globally; Follow My Delivery, which provides
real-time delivery progress information on critical, high-tech and
high-value packages and allows consumers to make changes; and the
UPS Access Point™ network, which includes more than 25,000
convenient alternate delivery locations worldwide.
Other findings from the study include:
- Information sources: The top three information
sources that influence high-tech purchasers are: marketplaces,
customer ratings and search engines. Compared to non-high-tech
purchasers, high-tech purchasers use mobile advertising, social
media and price comparison sites much more frequently.
- Peer reviews: High-tech purchasers find peer
reviews (61 percent) more important versus non-high-tech purchasers
(55 percent)
- Recommendations and promotions: High-tech
purchasers are more heavily influenced by emails with product
recommendations based on what others have purchased, posts on
social media and text messages with promotions versus non-high-tech
purchasers
- Delivery preferences: High-tech purchasers
prefer alternative delivery locations (39 percent) more than
non-high-tech purchasers (31 percent)
For more information on the UPS study, visit,
pressroom.ups.com.
Survey methodology
Conducted by comScore in January and February 2016, the 2016 UPS
How to Click with High-Tech Online Shoppers study analyzes data
from 5,330 U.S. online shoppers. High-tech purchasers are defined
as someone who purchased a computer, consumer electronic device,
mobile phone or wearable device online.
About UPS
UPS (NYSE: UPS) is a global leader in logistics, offering a
broad range of solutions including transporting packages and
freight; facilitating international trade, and deploying advanced
technology to more efficiently manage the world of business.
Headquartered in Atlanta, UPS serves more than 220 countries and
territories worldwide. The company can be found on the web
at ups.com® and its corporate blog can be found
at longitudes.ups.com. To get UPS news direct,
visit pressroom.ups.com/RSS or follow @UPS_News.
About comScore comScore, Inc. (NASDAQ: SCOR) is
a global leader in digital measurement and analytics, delivering
insights on web, mobile and TV consumer behavior that enable
clients to maximize the value of their digital investments. For
more information, please visit www.comscore.com/companyinfo.
Vikki Conwell
404-828-6091
vconwell@ups.com
Rebecca Harbin
404-870-6825
rebecca.harbin@mslgroup.com
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