Quadrant 1: When do online shoppers browse shopping websites?

A study of the time spent by online shoppers found that online shoppers spend their time regularly, and that active online shoppers have different characteristics at different times of the day. The following article analyzes the overall online shopping time and the situation of different gender, age, education, income, and city groups, showing different market segments.

How much time do consumers spend browsing shopping websites?

Understanding the time users browse shopping websites is another important indicator for understanding their shopping habits. By understanding the frequency of users' browsing habits, we can adjust the time of product listing, delisting and updating in a targeted manner. The survey found that 10 a.m. and 8 p.m. are the two most concentrated time points for browsing shopping websites. Taking these two points as the starting point, there are relatively concentrated ordering times between 10 a.m. and 11 a.m. and between 8 p.m. and 9 p.m.

Figure 1: Time distribution of browsing shopping websites in one day

(Data source: 2011 Q3 Online Shopping Consumer Research, Base=1668)

Online shopping users browse online shopping websites at 10 a.m. (15.77%) and 8 p.m. (21.34%), with a small peak at 12 p.m. (8.99%). It is worth noting that during working hours, most people browse in the morning before starting work. The browsing rate drops after 8 p.m. and does not rise until 7 a.m. the next day. There are very few users who browse online shopping websites at night, and the proportion of browsing shopping websites after get off work (around 17 p.m.) is also very low.

This rule can be represented by the clock chart below (actually a radar chart). The red and gray pointers on the dial represent the browsing frequency of online shopping users at different time points in the morning and afternoon. The longer the pointer is, the higher the proportion of users browsing the shopping website at this time.

Figure 2: Time distribution of browsing shopping websites in one day (clock chart)

(Data source: 2011 Q3 Online Shopping Consumer Research, Base=1668)

Comparison of browsing time per day by gender group

Figure 3: Time and gender of browsing shopping websites

(Data source: 2011 Q3 Online Shopping Consumer Research, Base=1668)

Men and women browse shopping websites at slightly different times: women browse in the morning (10 a.m.) and afternoon (20 p.m.) at roughly the same rate, while men are more likely to browse in the evening .

(This research was conducted in September 2011; the research was conducted jointly by Quadrant One and Yipai; the sample size was 1,668)