High-tech purchasers have made significantly more purchases on their smartphones in 2016 (42 percent) versus purchasers of non-high-tech items (27 percent). High-tech purchasers are also heavy users of social media, with 42 percent following retailers’ social channels. Thirty-seven percent of high-tech purchasers say that social media influences their purchasing decisions and 25 percent are making purchases on social media sites.
While high-tech purchasers do a lot of shopping online, 46 percent of their purchases are made in store and 58 percent of these shoppers prefer to make returns to the store.
“High-tech shoppers have distinctive purchasing behaviors, and retailers need to look at what motivates them and influences their decisions across the shopping experience from pre-purchase through purchase, delivery and returns,” said David Roegge, director of high-tech segment marketing at UPS.
The UPS study findings show that high-tech purchasers are much like the high-tech industry. They are: often online, heavy users of mobile and social media in the shopping experience; on the hunt for choices, convenience and deals, looking to multiple sources to inform purchase decisions; and looking for easy return experiences and convenient delivery options.
