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71% of UK consumers ‘are happiest online when shopping’

71% of UK consumers ‘are happiest online when shopping’
Wednesday June 20 2018

Consumers are not only their happiest, but most engaged, focused and open minded when making purchases online, according to new research.

The research, conducted by Rokt, explores the emotions people feel during different online activities, how likely they are to be distracted or multi-tasking, and how willing they are to further communicate with brands after the point of purchase.

In a survey of over 4,000 consumers worldwide, 71% of UK respondents said they are happiest online when shopping.

For years, brands have leveraged the concept of retail therapy, and now it has been proven that this concept converts to an even more powerful opportunity online – an opportunity to target consumers during a buying mindset coined The Transaction  Moment™ – where both the mind and wallet are open.

The Happiest Place in Digital report, commissioned by Rokt, explores consumers’ emotions

when taking part in various digital activities, including shopping, social media, and search activity. While most would assume that social media would triumph as the happiest place online, UK consumers are more than five times as likely to be at their happiest when completing an online purchase than watching funny videos or connecting with friends on social platforms. In addition to being the happiest, consumers are by far their most engaged online when making a purchase. Consumers are 28% less likely to be multi-screening or multitasking when completing a purchase compared to when they are using social media.

Geoff Smith, CMO at Rokt, comments: “Actual consumer behavior on the Rokt platform supports that users are most engaged and receptive during the transaction – across more than a billion transactions, more than a third opted into an offer from another brand. The engagement, focus and sentiment, providing an ideal opportunity to setup the next transaction or introduce them to a complementary third-party brand.”

Significant findings from the report include:

Happy (62%) and excited (43%) are the most common emotions linked with making a purchase online, and three times as many UK consumers feel productive when making a purchase (36%) than on social media (11%). Six times as many people feel frustrated when using social media (12%) than shopping (2%), and 50% more people cite anxiety as a common feeling when on social platforms (11%) than completing a purchase (7%)
Attention spans are affected when thinking about multi-tasking, 58% undertake other activities like watching TV or socialising with friends while on social media, decreasing to 53% when researching online purchases, and down to 42% when completing a purchase
Three times as many people were happy to see their transaction was confirmed (51%) than when they research products (17%), suggesting more satisfaction is generated the further a consumer is through the purchase journey

After completing a transaction, 28% of users are open to offers from the same brand, 26% express interest in signing up to loyalty programmes, and 13% want to receive offers from new and undiscovered brands, showcasing the untapped opportunity to further engage with shoppers.

Smith continued: “The opportunity that presents itself for brands to engage with consumers is significantly greater when they are in a buying state of mind, than when exposed to search or social-based campaigns. This has been proven by our analytics, and confirmed by this research. We feel the Transaction Moment™ is the best opportunity in digital for brands to be introduced to and convert happy and engaged consumers.”