They Research, Shop & Buy
The unique shopping behavior of at-work consumers is staggering. According to the Department of Transportation, their average commute is 16 miles one way; therefore, to save time and money they take advantage of their workday driving by shopping on their way to/from work or during lunch. In addition, they utilize their time at work to conduct online research and shopping. Here's what consumer intelligence firm, BIGresearch, found in a study that gauged the shopping behavior of working consumers:
At-Work consumers make purchases along their commute route
How often do you purchase these items during the workday? (driving to/from work, during a lunch break)
Regularly or Occasionally Working Consumers Dining Out 74.2% Food/Groceries 71.7% Beverages 71.1% Apparel 61.0% Medicines/Vitamins/Supplements 55.8% Beauty Care/Cosmetics 52.8% Personal Services (eyewear, dry cleaning, etc.) 48.9% Shoes 47.5%
Working consumers conduct online research before making purchases
Which of the following have you researched online during the workday over the last 90 days prior to making a purchase in a store?
|
47.2% |
Electronics |
|
39.8% |
Apparel |
|
34.5% |
Dining Out |
|
21.8% |
Appliances |
|
20.6% |
Food/Groceries |
|
20.2% |
Shoes |
Source: BIGresearch, At-Work Consumer Media & Shopping Behavior Survey, December 2007