Emotional Shopping - Current Online Shopping Trends

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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What are the Results of the 2015-2016 Nation Pet Owners Survey?

Bob Vetere, President and CEO of the American Pet Products Association (APPA), has announced the results of their biennial 2015-2016 National Pet Owners Survey. The survey reached 79.7 million households with pets. One important survey discovery was that there are increased numbers of new and young pet owners. New pet owners populate approximately 10% of the total pet owner population. This represents an increase of almost eight million new pet owners. Vetere states, “These numbers demonstrate huge potential for the industry to grow with up-and-coming, new pet owners.”

The newest generation of pet owners purchase more expensive animals, seek veterinary care more often, and buy more items for their pets. “This generation also likes high-tech gadgets like pet cams and electronic health monitoring collars, and convenience products to take their pets with them or care for them while they’re gone,” said Vetere. “This opens the door for innovation in products and services as well.” Pets and pet products are increasingly being sourced online and by using social media networks.

In previous surveys, the largest population of pet owners was the Baby Boomers. However, Baby Boomers are reaching life stages where they are reducing pet ownership. Vetere is not worried, he states, “In fact, the growing incidence of pet owners among the younger generations is so encouraging, we are extremely optimistic about the future of pet ownership and the industry that stands to serve those pets and their owners.”

The Survey also found that more businesses are becoming pet-friendly. 

• 8% of pet owners are allowed to bring their dogs to work. 
• 28% of pet owners have taken their dog to a hotel. 
• 9% of pet owners have taken their pet to a restaurant.

More people also believe that pets are good for their health. In fact, for 64% of pet owners, owning a pet has positive health benefits that are important to the owner. Vetere states, “Studies now exist that show pets can help improve our cardiovascular health, improve immunity in young children and assist with therapy for autistic children and people suffering from PTSD. Our desire to take better care of our pets and the joys and benefits they provide are continuing to work together to grow pet ownership and keep this great industry strong.”

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