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Same-Day Delivery Not a Priority: Study

Most consumers prefer free delivery and lower prices instead.

While retailers such as Wal-Mart, Nordstrom, Amazon and eBay are offering same-day delivery of online orders in select markets, a study by Boston Consulting Group found that the majority of consumers were more interested in free delivery and lower prices.

The study, conducted in November polling 1,500 U.S. consumers, found that only 9 percent of respondents said same-day delivery would improve their online shopping experience, compared with 74 percent who chose free delivery and 50 percent who cited lower prices.

The survey also found that consumers ages 18 to 34 with household incomes greater than $150,000 and living in urban areas, dubbed “affluent millennials,” were more likely to pay for expedited delivery for urgent purchases.

Of all the respondents, 56 percent said they chose whatever was the lowest-cost delivery option available, although 51 percent said they would choose same-day delivery when they needed a last-minute gift.

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Affluent millennials said they were willing to pay up to $10 for same-day delivery. In comparison, the majority of consumers said they were willing to pay less than $5.

In the less than $5 range, 67 percent of respondents chose that amount for same-day delivery of beauty care products, 63 percent for apparel purchases, 59 percent for footwear items, and 55 percent for jewelry orders. In contrast, 49 percent said they were willing to pay more than $10 for same-day delivery of large appliances, with an even higher 57 percent choosing the same option when they purchased furniture.