December 10, 2004, 12:00 AM

Early-morning shoppers spend more than other shoppers, says new study

Web stores are available 24 hours a day, so consumers shop at them 24 hours a day. A survey just out from Shopzilla Inc. reports that late shoppers buy more and are more affluent than the general population of online shoppers.

 

Web stores are available 24 hours a day, so consumers shop at them 24 hours a day. A survey just out from Shopzilla Inc. reports that late (midnight-4 a.m. Pacific time, 3 a.m. to 7 a.m. Eastern) shoppers buy more and are more affluent than the general population of online shoppers.

In the six months prior to the Nov. 28 survey, such late-night shoppers made an average of 8.56 purchases vs. 7.83 for all shoppers, 9% higher. Their average age is 40 and their average household income is $80,173. They spent $1,047.14 online in the previous six months.

Midnight to 6.a.m. Pacific time shoppers represent 4% of the market, says Shopzilla, formerly BizRate.

Shopzilla reports that with the spread of broadband Internet access to the home, online shopping has shifted from the lunch hour, when people would take advantage of at-work broadband, to after 5 p.m., when they can shop at a more leisurely pace from their homes via broadband.

The study was conducted by BizRate.com, a division of Shopzilla Inc., and was based on a point-of-sale survey with a sample of 1,613 online buyers from 12 a.m. to 6 a.m. Pacific time and another sample of 495 online buyers from 12 a.m. to 4 a.m. Pacific time Nov. 28.

 

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