A survey by Bizrate Insights, a division of marketing solutions firm Connexity (formerly Shopzilla, Inc,) has found that Millennials are the most interested in same-day delivery with nearly a third (30 percent) of them saying it is important (contrasted by only 5 percent of Seniors).
"The percentage of online buyers who found same-day delivery 'important' went down 5 percentage points from 24 percent in 2013; however this drop may be due, in part, to a changing delivery landscape," says Hayley Silver, vice president of Bizrate Insights. "A significantly larger percent of shoppers have since joined shipping clubs, which means consumers may be more used to two-day delivery. Furthermore, one-hour delivery has also become available in some markets, so shoppers who require an item immediately may spring for one-hour shipping instead of same-day."
The top two retail categories where same-day delivery is most important: automotive and gifts & flowers.
Other findings of interest from the Bizrate Insights survey:
Millennials care less about shipping cost — and more about timing — than older generations do:
The desire for one-hour delivery remains small (with only 9 percent of buyers saying it is "important"). Though retailers might want to note that 3 percent of online buyers had considered abandoning their purchase because one-hour delivery wasn't available.
On average, buyers expect to pay about $15.78 for same-day delivery. They expect to pay as much as $24.18 on average for same-day delivery of automotive items, but as little as $10.55 for pet supplies.
Some 4 percent of all buyers considered not purchasing at all because same-day delivery wasn't offered.
Delivery cost is more important to 74 percent of buyers, versus delivery timing (important to 26 percent).
This study includes data from 6,767 online buyers in the United States and Canada from Oct. 27-30, 2015. The data was collected via online survey presented immediately after completing a purchase from over 5,000 ecommerce retailers in the Bizrate Insights Network. Retailer participation in the Bizrate Insights Network is free.
More than a third (38 percent) of buyers say that ship-to-store or local-pick up is "important," a modest 14 percent increase since 2013. Now, more than half (51 percent) of Millennials find local pick-up options important.
Bizrate Insights' omni-device buyer and abandonment surveys inform 6,000+ retailers in North America and Europe about the consumer experience buying from their site and their competitors' sites. Bizrate Insights, a division of Connexity, enables retailers of all sizes to collect consumer ratings and reviews for free, and offers paid subscriptions for customized surveys and advanced reporting.
Connexity leverages 15 years' experience with top e-commerce destinations to help retailers and marketers sell more online. Using its retail network, proprietary technology, and advanced audience modeling, Connexity help brands find and target the right audiences on any device with programmatically sold media. The company also helps performance marketers get more customers with syndicated product listings on its shopping-centric publisher network, and with search marketing services that includes hands-on management of SEM, PLAs, SEO and retargeting. With Bizrate Insights, the Connexity helps retailers keep and grow their customer base by providing direct consumer feedback that can improve customer relationships and their online store experience.