"Discovery Experience" Supported as Strongly as "Instant Buying": E-commerce Shopping Trends in the Time-Efficiency Era

System Research Co., Ltd. (Headquarters: Nagoya City, Aichi Prefecture), which operates the "Creation Mall Aruru" (hereinafter referred to as Aruru Mall), conducted a questionnaire survey on the "value of shopping on EC" targeting men and women aged 20 to 59 nationwide.

In this survey, it was found that while the "experience of searching" is supported as an online purchasing value equivalent to "instant buying," fun and satisfaction are most concentrated in the "process of searching and selecting" leading up to the purchase. A major characteristic of these results is that even in an era where time performance (taipa) is emphasized, the "experience of finding things oneself" has garnered strong support.

Survey Results

The majority of users feel "fun" in EC shopping

When asked "Is online purchasing fun?",

Sometimes: 52.0% Often: 21.0%

meaning 73.0% of people answered that it is fun.

This shows that EC is widely perceived as a "place to feel fun." First, the premise that fun exists in online purchasing was clearly confirmed.

The fun of EC is concentrated in "finding", "selecting", and "searching"

When asked "Reasons why you feel happy or fun when shopping online", the top answers were:

Found the product I wanted: 61.0% Time spent comparing and choosing: 52.1% Time spent searching for products: 50.0%

All of these are concentrated on exploratory behaviors such as "searching, comparing, and finding", and it can be read that the appeal of the EC experience strongly leans toward the pre-purchase process.

The highest satisfaction is "the moment you find what you want"