Author: Varun Jain
A study conducted by Capillary Technologies, an omni-channel engagement and commerce platform solutions company which provides cloud-based solutions to retailers and consumer brands, revealed what online shoppers buy after 9 pm in the evening. It also revealed that contrary to popular beliefs, the night shopper increasingly prefer desktops over mobile phones while shopping online.
Even though 50% of total online shopping happens over mobile phones, desktops still rules with users spending 10% more time on it as compared to time spent on mobile. E-Commerce buyers also visit 17% more pages on their desktops, during the night.
CDIT (Consumer Durables and Information Technologies)
Speaking on the survey findings, Abhijeet Vijayvergiya, VP and Business Head, India and South-East Asia, Capillary technologies, commented, “While several studies have been conducted in the eCommerce domain, most of these looked at consumer buying behavior during the day and many have derived the conclusion that mobile rules over the desktop and shoppers are increasingly going mobile and brands are adopting mobile first strategies to retail their products over the internet. Interestingly, our survey revealed a different reality altogether with the good old desktops toppling mobile commerce during the night and contrary to the general assumption, both men and woman are more or less equally active at night, across all age groups”
“Additionally, both the genders are completely category agnostic, shopping for everything ranging from apparels and groceries to sports goods during the night. We hope to bring out more such interesting studies in the coming times”
The study had taken into consideration top ten cities based on visitor count, including New Delhi, Bengaluru, Mumbai, Kolkata, Hyderabad, Chennai, Pune, Lucknow, Noida and Ahmedabad.