AOL Research has shown that 66% of online shopping behaviours include an emotional component. The Millennial generation has the highest proportion of emotional shoppers and the data suggest that these people are prone to impulse buying. Emotional shopping was given three categories:
- Expertise Browsing: shoppers want knowledge of the latest trends and products. This knowledge can be shared with others for a feeling of belonging.
- Boredom Browsing: shoppers browse and purchase items to fill their time.
- Dopamine Browsing: shoppers feel inspired and rewarded when purchasing items.
AOL Research partnered with Insights Now to survey 11,000 online consumers in an effort to determine what motivated shoppers. 30% of the time it was found that online shopping had a specific intent or purpose. Intent-based shopping occurs by people that are looking for good deals and those that have a problem that needs solving.
Online shopping carts were also found to be used for purposes other than making immediate purchases: These purposes include:
- Creating a shopping list.
- Creating a list to allow for easy comparison between products.
- Saving a list of products that inspire them.
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