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What Males, Millennials, Wealthy Shoppers Look for Online: Survey Results

By Steven Shyne

CXperts, a digital consultancy focused on customer experience (CX), conducted a study of online shopping behaviors and preferences. The goal of this study was to gain insights into online consumer behavior so that we and our customers and fellow digital experience professionals can create better online shopping experiences for their customers.

These results are intended to be more descriptive than scientific and will likely kick off larger, more substantive and statistically rigorous surveys to further iterate on insights and findings found in this study.

Some statistically significant or indicative findings: 

Millenials More Likely to Purchase Cars Online: There is a strong statistically significant relationship (p<01) for participants 25 - 34 years of age and their likelihood of purchasing a car online, which is far greater than any other age group in our study.

Takeaway: if you’re in the automotive industry and prompting online sales, you may have more luck with Millennial auto shoppers than other age groups.

Free Shipping and Customer Reviews Matter More to Males: There was a strong statistical relationship between male online shoppers and their ranking of importance for customer ratings / reviews (p<.01) as well as rating free shipping both as more important than females (p=.03).

Takeaway: if your online store caters more to males, consider increasing efforts to collect ratings and reviews and experiment and optimize your shipping options.

 Higher Income Earners Are Less Likely to Purchase Health / Wellness Products Online: Those whose income is $200,000 and higher self reported as less likely to purchase Health and Wellness products online (p <.01) than others earners. Among the list of categories we asked survey participants – which included automobiles, real estate, luxury apparel, and others – Health and Wellness products were the only category that had statistically significant findings.  

Furthermore, Health and Wellness Products ranked lowest – lower than Furniture or Home Appliances, which were expected to have lower results. 

We will also explore some non-scientific insights that help paint the picture of our study results, including end user frustration and what website features and functionality were rated as important or not important when making purchases online.  

A note on methodology and audience: the survey sample size was fairly small – 70 total participants – with 58 participants actually completing the survey. All questions were made optional, so some answers received lower numbers than the total 58 completes as well. 

Although we had a small sample size, there were some statistically significant findings. That said, the results of which may or may not reflect actual larger consumer behavior. We recruited participants by posting a link to the survey on our social media profile pages – Linkedin, Facebook and Instagram. Our intended audience is internet users; however, due to convenience-based sampling method, we may have over-indexed power users of digital and/or UX professionals.

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