Rokt research flags up happy online shoppers

71% of UK consumers are most happy online when they are shopping – more so than when they use social media or are watching funny videos, according to research carried out by Rokt, involving 4,000 people worldwide.

Consumers are 28% less likely to be multi-screening or multi-tasking when completing a purchase compared to when they are using social media. Geoff Smith, CMO at Rokt, comments: “Actual consumer behaviour on the Rokt platform supports that users are most engaged and receptive during the transaction, across more than a billion transactions, more than a third opted into an offer from another brand. The engagement, focus and sentiment, providing an ideal opportunity to setup the next transaction or introduce them to a complementary third party brand.”

Happy (62%) and excited (43%) are the most common emotions linked with making a purchase online, and three times as many UK consumers feel productive when doing so (36%) than on social media (11%). Six times as many people feel frustrated when using Facebook at el (12%) than shopping (2%), and 50% more people cite anxiety as a common feeling when on social platforms (11%) than completing a purchase (7%)

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