Research conducted by marketing platform Monetate has found that returning shoppers spent almost twice as much online (66%) than new visitors (34%) following the end of the 2015 holiday period.
This new data on shopper behaviours comes from Monetate’s latest global Ecommerce Quarterly report (EQ4), in which a random sample of more than seven billion online shopping experiences were analysed.
Data from the EQ4 discovered that new visitors are half as likely as returning visitors to add an item to their basket. This was found to be nearly universal across all varying devices and referral channels. In the fourth quarter of 2015 (Q4), returning visitors on average added an item to their basket 15% of the time whereas new visitors, on average, added to their basket roughly 8% of the time.
There were some exceptions, with new visitors using smartphones only adding items to their baskets in around 4% of sessions, versus 10% of sessions for returning shoppers. The trend also saw some differences when it came to visitors reaching sites from social networks, with new customers only adding items to their basket 4% of the time, compared to 9% for returning buyers.
Device performance saw across-the-board, year-over-year gains, while email and search engines both saw growth as referral channels.
Lucinda Duncalfe, chief executive at Monetate says: “Customer retention and acquisition don’t have to be two parallel lines that never meet – every business needs to balance the two. This struggle for balance leaves many marketers asking, ‘Where do I focus my efforts so they make the most impact?’ At Monetate, we say, ‘Why choose?’”
The EQ analysed a random sample using “same store” data across each calendar quarter, with averages then calculated across the entire sample.