How Tinuiti’s 2022 Amazon Shopper Survey Can Help Marketers Navigate Changing Audience Behavior

Amazon has come a long way and is now leading the revenue race with a big market share in e-commerce, cloud computing, video streaming, music, groceries, and an online pharmacy. Tinuiti’s 2022 Amazon Shopper Survey reveals some interesting consumer behavior and purchase patterns. Let’s take a look at the insights that came through and how it can assist online marketers.

Tinnitus commissioned the 2022 Amazon Shopper Survey that was carried out by Survata in between January and February 2022, where 2,001 American customers aged 18 and above were inquired about shopping on Amazon in the previous six months to comprehend how shopping habits and the Amazon marketplace have evolved.

Because this research study occurred before the coronavirus (COVID-19) took the world by storm, the responses are not in line with present habits and shopping trends. However, the hope is that marketers can concentrate on these insights to direct future marketing methods and recover.

Based on the reactions, the crucial findings from the survey are as follows:

  • 46% more consumers spent over $500 on Amazon in 2022 than in 2019
  • 70% were Prime members and 28% went shopping throughout Prime Day (56% more than 2019)
  • 55% purchased electronic devices, computers, and workplace materials (male to female ratio was 3:2) and 37% were Gen Z and Millennials
  • 57% weren’t ready to try brand-new products or brand names, Gen Z makes up 33% that seldom do
  • 89% of Super Spenders periodically attempt brand-new products or brands, and 54% would rather attempt new items on Amazon compared to other websites
  • 36% of Gen Z are fretted about fake electronic devices, computers, and workplace items but trust customer reviews
  • 65% continue to go shopping by means of desktop or laptop, and Gen Z leads the number of buyers that use the mobile website and app
  • 12% secondhand voice shopping of which 9.7% are aged 65 and above (Baby Boomers)
  • 50% of mobile traffic is browsing, while 40% of laptop and desktop users understand what they want
  • Over 43% periodically examine costs somewhere else, most of whom are Infant Boomers and Millennial ladies
  • 68% seldom notice advertisements due to banner loss of sight, 24% discover mobile advertisement placements important

Overall, Amazon shoppers make purchase decisions based on price, benefit, and the number of reviews and scores. This makes it easier for you as a marketer to know what to focus your marketing efforts on.

Secret Takeaways for Online Marketers

Having a presence on Amazon can supply a major increase to brand name reach and engagement, which might help get in touch with different audience sectors and improve sales. Here’s our take on the insights:

#1. Price is the gaining element

For 42% of respondents, the cost was the most significant deciding factor. While online marketers can’t constantly identify prices, it may be useful to note that cost can be leveraged in advertisement and marketing campaigns. As we saw above, Child Boomers and Millennial females are probably to compare prices, while less than 1 in 4 of Gen Z and Super Spenders (who $100 month-to-month on Amazon) check prices or consider it a choosing aspect.

With rates as the focal point, online marketers can guarantee that messaging is modified for each audience segment, though the method will differ depending on the market.

#2. Convenience shipping is very important, however not a concern

Although the convenience of shipping is the second most essential deciding aspect, it seems to be reduced in importance throughout the years. This can be credited to the growing normalcy of receiving deliveries within a week. While Prime members do delight in the alternative of one-day deliveries, other consumers choose complimentary delivery as opposed to quick delivery.

Because shipment has slowly declining value as an element, concentrate on keeping this element of business functional without struggling to excel. Guarantee you can offer shipment of products according to industry requirements while likewise using quicker deliveries for a cost.

#3. Evaluations and rankings to the rescue

The number of ratings or reviews an item has played a more substantial function in purchase choices than ever before. For 1 in 10 shoppers, it is a top priority. This is mainly important to Super Spenders, but likewise to Gen Z customers who can be encouraged by important descriptions or pictures.

Their concentration on material, whether item descriptions, media, or inputs from peers, just repeats the reality that material is king and a key area to focus on. Guarantee product descriptions are infused with the right mix of important information, appealing images, and wit and humor to get consumer attention.

#4. Concentrate On Gen Z

The under 25 generation has just recently gone into the workforce and watches out for how they spend their cash. Nevertheless, they hardly ever cross-check rates and spend $50 or less on Amazon monthly. Instead of previous generations, they rely on user reviews and trust them to be a choosing element. Most of Gen Z also likes to check out the mobile app but stays with buying from understood brands.

While the customer attributes of this generation require to be explored further, you can use each of these data points to conjure an efficient method for each customer section. Prioritizing their value will guarantee they connect with your brand name.

What’s Next

This study supplies an in-depth understanding of the different demographics and choices when it concerns all things Amazon. Here are a couple of pointers you can follow to prepare a marketing strategy for Amazon:

  • While Super Spenders and regular consumers are open to attempting brand-new brand names and items, they require a final push to make a purchase. Targeting these two groups, particularly, can be rather worthwhile.
  • To navigate the banner loss of sight, and deal with Gen Z that finds advertisements useful, require mobile marketing, and reach the audience that’s most receptive to it.
  • While voice search may be brand-new and viewed as a top priority for Gen Z, Baby Boomers are finding shopping through voice assistants quite hassle-free. Simplifying payment processes will ensure this medium becomes lucrative.
  • Prime members are the most proactive when it pertains to shopping and trusting the items sold on Amazon, linking to them is sure to get you faithful, converting customers.
  • The biggest classification is electronics, computers, and workplace materials, which indicates the competitors are high, and you’re going to have to create a unique bond with customers to be in the running. The customer experience (CX) might be the differentiating factor here.

Brands need to focus on developing a winning method that will consider all these aspects. Develop your ideal purchaser personality keeping the generations in mind and discover properties to target each persona based upon these findings. It will make sure newer prospects are reached, and existing clients stay loyal.