Report: Online as Popular as In-Store for Mother’s Day Shopping
May 12, 2014
If you gave your mom a gift yesterday, chances are just as good that you ordered it online as they are that you shopped in a store, according to the results of a new study. SOASTA, a provider of Web and mobile test automation and monitoring solutions, found that 29 percent of Americans planned to buy their Mother’s Day gift online on a Website, mobile site or through a mobile app, while 30 percent planned to make their purchase at a brick-and-mortar store. The Mountain View, Calif.-based company also looked at what happens to consumers after they make online purchases.
Eighty-three percent of respondents said if they experienced a problem making an online purchase, they would take some sort of action against the retailer they used. Nearly half (49 percent) of that 83 percent said they simply would abandon the retailer and use a competitor’s Website/mobile site/app. One third said they would never use the first site again. Eighteen percent said they would share the issue they had on their social networks and 10 percent said they “would tell my mom I was going to buy her something, but the app wouldn’t let me.”
“The results of our Mother’s Day survey reinforce the high stakes that online retailers face when it comes to online and mobile shopping,” said Tom Lounibos, CEO of SOASTA. “Traditionally, retailers have invested heavily in the brick and mortar shopping experience of stores, but now the emphasis is shifting towards an impeccable online user experience. With so many options available today, retailers run the risk of consumers jumping ship to a competitor if the shopping experience isn’t seamless right through to checkout.”