Insight of the Week: Understanding the regular online purchasers

Buying online is nothing new, but the burgeoning proportion of adults who do so with great regularity certainly is. Insights from Kantar Media’s TGI study of consumer behaviour reveal that three years ago 3% of adults in the Republic of Ireland made a purchase online once a week or more. Today this stands at 12% (over 450,000 people). Clearly this is a trend that is taking off fast and marketers must make sure they are well placed to grab the attention of this valuable group.

The most popular things these frequent online purchasers buy regularly online include clothing and footwear (bought by 42%), airline tickets (31%) and books (31%).

They are particularly more likely compared to the average adult who buys online to purchase the following online regularly: groceries (three times more likely), homeware (over two and a half times more likely) and jewellery (over two and a half times more likely).

This is a group you would expect to tend towards the younger age ranges and indeed they are 39% more likely than the average internet user to be aged 15-24 and 71% less likely to be 65+.In terms of their life stage, it is the parents of young children who come out most prominently. They are 39% more likely to be in the TGI lifestage group ‘Playschool Parents’ (live with son or daughter ad youngest child aged 0-4) and 29% more likely to be ‘Primary School Parents’ (live with son or daughter and youngest child aged 5-9).

These high frequency online buyers are particularly likely compared to the average internet user to engage with a range of media and promotional activity. For example, they are over twice as likely to say they cannot resists buying magazines, over twice as likely to say they tend to buy products from companies who sponsor TV programmes and just under twice as likely to say advertising within video or computer gameplay enhances the realism of the game. Use of celebrities can also act as a means of engaging these heavy online buyers, as they are 92% more likely to agree that celebrities influence their purchase decisions.

These high frequency buyers are more likely than the average internet user to engage in a range of leisure activities, indicating how they can most profitably be engaged. TGI data reveals that they are 43% more likely to spend more than four hours a week playing sport, 44% more likely to regularly undertake hobbies relating to technology/gadgets and 95% more likely to have a meal in a pub or bar once a week or more.

Frequent online purchasers are more likely than the average internet user to undertake a range of activities whilst they are online, revealing opportunities for impactful mixed media campaigns. They are twice as likely to listen to the radio online, 68% more likely to read newspapers and almost two and half times more likely to read magazines.



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