User research: 13 magical data to crack users' "weird" behavior

1. When shopping online, spending on promotional items accounts for about 40% of total spending.

40% of consumers are willing to accept direct discounts rather than through customer loyalty points programs or gift cards; 68% of consumers strongly agree that digital coupons have a positive impact on e-commerce brands, and 40% of users will look for coupons to redeem on mobile devices.

(Resource: Bain Consulting, Winning Chinese Shoppers in the New Normal)

In addition, unconditional free logistics is the first criterion for consumers to shop. The purchase amount of orders with free logistics services is 30% higher than that without free logistics services. 47% of shoppers said that they would give up buying if they found that the e-commerce website did not provide free logistics.

2. When operating a mobile page, if the loading time exceeds 5 seconds, 74% of users will leave the page.

Amazon found that for every 100 milliseconds increase in page load time on their site, sales dropped by 1%. For every one second increase in site load time, customer satisfaction dropped by 7%.

（Resource：65 proven statistics about e-commerce consumer psychology&《Mobile Page User Behavior Report》）

3. 45% of consumers are willing to pay a higher price for services; for e-commerce websites that enable real-time chat, the rate of repeat customers reaches 63%.

(Resource: Ipsos)

70% of people are willing to spend 13% more on companies that provide better services. 76% of online consumers believe that the brand value of an e-commerce company depends on whether they can provide high-quality customer service.

If real-time communication is supported on the website, customer conversion rate can be increased by 31%; 68% of American online shoppers said they have used the website's real-time chat service, and real-time chat services have increased B2B customer conversion rates by at least 20%.

4. 76% of people do not like doing housework, 71% are willing to try fresh food delivery services, and 38% of users have a strong desire to do so.

Among white-collar workers, 95% have used online food delivery, of which 77.6% did so to save time, 63.5% did so because of bad weather, and 58.9% did so to save effort.

(Resource: Penguin Think Tank & DCCI Internet Data Center)

The external environment also affects users' "lazy" tendencies. In the Beijing-Tianjin-Hebei region, which is severely affected by smog, 19.0% of white-collar workers use online food delivery primarily because of weather conditions.

5. The number of active users of China's mobile health apps accounts for 3.6% of the total number of mobile Internet users.

Consumption habits have changed. Taking the consumption of healthy drinks by post-00s as an example, 100% pure fruit juice increased by 17%; tea drinks increased by 13%; fruit and vegetable drinks increased by 11%; cola decreased by 13%; and instant coffee decreased by 9%.

(Resource: China Mobile Health Industry Review & Ogilvy)

According to the CTR Media Intelligence Research, during the 315 period, the audience paid more attention to the food and beverage industry at 46%, the medical industry at 36%, and the Internet industry at 35%, of which 2 seats were health-related fields.

6. More than 70% of LGBT people support the performances of LGBT artists, 40% said they would buy products endorsed by LGBT artists, and 54% said they might buy them.

(Resource: China LGBT Group Life Consumption Report & Post-00s Research)

51% of the post-2000s follow and imitate their idols, which makes them try to be similar to their idols in terms of clothes, shoes, mobile phones and personal items. As the brands used by their idols change, the brands they buy will also change accordingly. They have high attention to brands but low loyalty.

7. 72% of people use social media sites to learn about products or customer services provided by companies; 60% of people interact with companies through this channel .

When customers buy online, the influence of online media on the information collection of the purchasing population is 22% higher than that of traditional media, 59% higher in experience, 69% higher in the product comparison stage, and 26% higher in the sharing stage.

(Resource: McKinsey & thinkinsights)

8. 52% of WeChat users have set "Friends Circle information visible to groups", 39.4% of users divide friends into groups, and 24.5% of users block people they don't like.

(Resource: HDMR&CTR, 2015 Consumer Special Survey)

In terms of social networking, in addition to classified social networking, anonymous social networking is also quite popular. According to TalkingData data in May 2015, stranger social networking is the most active, with Momo having the highest coverage rate of 7.56%; acquaintance anonymous social networking is second, with Wumi having the highest coverage rate of 0.19%.

9. In 2015, applications closely related to daily life grew the fastest, with the top three categories being health care, education and reading, and financial management, with increases of 174.6%, 101.4%, and 67.0% respectively.

(Resource: TalkingData, 2015 Mobile Internet Annual Review)

10. Consumers have shown a clear tendency to upgrade to high-end products, with the share of high-end phones priced above RMB 4,000 increasing by 11.6%.

People show a strong motivation to upgrade quality and brands in categories such as cosmetics (43%), spirits (37%), milk and dairy products, hair care, rice, fresh food, and beer.

(Resource: TalkingData & McKinsey)

The pursuit of high-end, high-quality daily necessities has become the new normal, which will drive the growth of the fast-moving consumer goods market. Consumers prefer to buy high-quality products, especially those that are good for health.

11. The age at which users of the two-dimensional world enter the game is highest in junior high school at 49.6%, followed by elementary school at 27.6%. The rate of entry into the game after entering society is only 0.9%, and the younger the age, the earlier they enter the game.

(Resource: iResearch, China ACG User Report)

12. The transaction volume of smart hardware on Taobao platform increased by nearly 250% year-on-year, and smart watches, bracelets and other products have entered more people's lives.

In the past two years, a total of 225 venture capital investments with a total value of US$3.5 billion have been invested in the VR/AR field. From June 2014 to date, Google has distributed 2 million sets of Google Cardboard to promote the popularization of VR.

(Resource: TalkingData&Goldman)

13. 62% of household consumption is dominated by women, 60% of car purchasing decisions are dominated by women, and about 30% of luxury car owners are women.

During the just-concluded Qingming Festival, female tourists far outnumbered male tourists, accounting for 65%.

(Resource: BCG Consumer Insights Intelligence & Mango.com)

As a new generation of female consumers, they are very digital in their lives and are happy to pamper themselves. To attract female consumers, it is not enough to rely solely on cost-effectiveness and quality to impress them. The best strategy is to meet the unique emotional needs of different groups.

Original author: Linn
Source: SocailTalent