Blog -What shoppers buy online after 9 pm

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.

Apparels

In terms of apparel shopping, woman shoppers are more active than men during the night accounting for 63% and 37% respectively with conversion time peaking between 10 pm and 11 pm. Moreover, while 18 to 34-year-olds comprises of the major chunk of online shoppers (more than 50%) at night, a sizeable 35% of the shoppers are of the age group 35 years and above.

CDIT (Consumer Durables and Information Technologies)

In this category, men are more active shoppers than women at 72% and 28% respectively, with visitors peaking at 9 pm. Here as well, 50% of the shoppers are between the age group 18 to 34 years and 22% are of the age group 35 and above.

Cosmetics

Interestingly, the average purchase value of cosmetics is 1% higher during 9 PM to 9 AM when compared to 9 am to 9 pm with 76% woman and 34% men active, peaking between 9 pm and 11 pm. The survey revealed a surprising insight- people above 65 years of age also shop for cosmetics actively and while 18 to 34-year-olds form the major portion of online shoppers, about 15% of shoppers are over the age of 35 years.

Groceries

Here, the bulk of grocery shopping happens in the morning between 9 am and 9 pm. At night, after 9 pm, the purchase value drops by 8% with woman and men equally active during the night, accounting for a 50-50% ratio. In terms of demographic split, 18 to 34-year-olds constitutes more than half of the total shoppers and 34 % of the shoppers are between the age group of 35 and 65 years.

Sports

The sheer number of visitors and shopping volumes sports goods entails with maximum conversions occurs between 11 pm and 2 am. Fitness being the last thing on mind and 1st thing in terms of priority with 73% men and 27% women active during the night purchasing sports goods online. Fitness, nowadays has become a rising concern and that can be ascertained from the fact that even 65 years olds are active buyers of sports and fitness goods. Of course, 18 to 34-year-olds still forms the major proportion of the nocturnal shoppers.
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.
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