New Research from Monetate Examines Customer Shopping Behaviors Across Devices and Over Time

Jul 07, 2016

Monetate, an experience marketing platform for brands, announced the release of its latest global Ecommerce Quarterly report (EQ1 2016). The report offers benchmarks and insights for marketers interested in creating seamless, personalized experiences for customers regardless of when they're engaging with a brand or what device they're on.

The Monetate EQ1 2016, dissects traditional eCommerce KPIs such as add-to-cart rate, bounce rate, conversions and more for the first quarter of 2016, but also explores two additional areas of importance to today's marketers - Time to Purchase and Device Type.

Having purchase time data for customers can help inform a brand's retargeting and re-engagement strategies, as well-timed ad placements, email sends, and push notifications can increase the likelihood of customer engagement. Monetate's data revealed 42% of purchases happen within the first hour of a shopper's browsing session. This means the majority of purchases are made at some other time. Following is a breakdown of the key timeframes leading up to purchase, according to data collected in Q1 2016:

  • Hours 1-7:9% of all purchases happen in the six hours immediately following a shopper's first visit.
  • Hours 19-25:16% of all purchases happen roughly one day after a shopper first visited a site.
  • Hours 42-48:5% of all purchases happen nearly two days after a shopper first visited a site.

To understand how customers used devices to complete purchases, we created a lookback window for all purchases made during Q1 2016. Of those customers, 90% began their path to purchase on a desktop. What's more, 91% completed their purchase on a desktop computer. But that doesn't necessarily mean everything is happening on the desktop.

Though 75% of all page views during the lookback occurred on a desktop, the height of the desktop's popularity comes squarely during work hours, namely 8 a.m. -4 p.m. Outside those hours, desktop remains strong, but mobile devices and tablets account for roughly 40-45% of page views during commuting hours, early mornings, and late nights.