Amazon is a big fish in a big pond.
As such, the platform serves as a microcosm of emerging consumer behavior. Feedvisor in partnership with Walker Sands Communications captured these evolving nuances in its latest report, “Getting to Know Your Customers, Amazon User Study.”
“Overall, our data reveals that Amazon shoppers and Prime members are shopping more frequently and have higher expectations for sellers than just last year. For example, 68 percent of Prime members make online purchases at least once a week, up from 50 percent last year,” authors of the report said.
As part of the survey, over 1,500 Amazon users were surveyed regarding their buying habits ranging from how frequent they purchase off the platform, how they determine which products they buy, and what factors motivate those purchases. Prime members comprised 65 percent of respondents — non-Prime users made up the outstanding 35 percent of participants.
Where Amazon has possibly been most successful is in its burrowing into consumers’ daily activities. According to the survey results, the majority of Amazon customers — 60 percent — shop at least once a week on the e-commerce site. Prime members were even more avid shoppers — 15 percent shopped daily on the platform. Six percent of non-Prime members shopped daily, comparatively.
Prime members not only shop regularly, they’re referring to Amazon to browse, too. “A whopping 85 percent of Prime shoppers visit Amazon at least once a week, while 56 percent of non-Prime shoppers report the same,” the report said. “Interestingly, the data calls attention to the journey from browsing to purchasing. Over 45 percent of Prime members purchase on Amazon at least once a week — about half of the number who browse weekly.”
This spending pattern is distilled in non-Prime members as well, the research discovered. “With non-Prime members, the difference is even more pronounced, with 13 percent purchasing on Amazon at least once a week — just under a quarter of those who report weekly browsing.”
This behavior has increased significantly over the year, the report asserted. “Last year, 75 percent of Prime members and 32 percent of non-Prime members shopped on Amazon at least once a week, and 30 percent of Prime members and 4 percent of non-Prime members purchased on Amazon at least once a week,” it said.
What might be driving this uptick has been consumer readiness to optimize Amazon’s mobile versatility. “Forty-seven percent of customers said that they shop using mobile devices, up from 41 percent who shopped with mobile devices last year,” the report said.
Prime members were even more active on mobile devices. “Half of Prime members shop using mobile, of which nearly a quarter use Amazon’s mobile app, compared to just 14 percent of non-Prime members,” the report continued. “Sellers who have not yet enhanced the shopping experience for mobile users should make it a priority.”
Consumers consistently head to Amazon compare and contrast pricing and shipment options among other details. The report said, “Only about one-third of Amazon users come to the site ready to buy. Prime members were much more likely than non-Prime members to visit Amazon to browse deals and daily discounts (49 percent of Prime members compared to 32 percent of non-Prime members), and check delivery speed (21 percent, compared to 10 percent).”
Amazon has pervaded consumer loyalty as it serves not only as a venue for purchase, but also for discovery. For example, the survey found that 82 percent of participants use Amazon to find new deals and daily discounts — three percent use Alibaba for the same purposes and 18 percent use Wal-Mart. Eighty-one percent use Amazon when comparing prices of the same item — 20 percent use Wal-Mart and 19 percent referred to eBay.
And it has the tech to back it up. Only two percent of respondents said that they never found Amazon to be helpful. Fifty-nine percent said that Alibaba was never helpful — Jet.com also was high in dissatisfaction — 50 percent of survey participants pegged it as never helpful.
The e-commerce site has undergone the Google effect. Given its highly responsive search bar, consumers begin their shopping journey via the navigational tool. “The majority of Amazon customers (75 percent) will start their shopping journey with the Amazon search box, and nearly half (44 percent) say they will always check prices on Amazon before purchasing on another site,” the report said.
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