Same-day delivery matters more to young shoppers than older consumers

Nov. 24, 2015

The younger shopping set is much more interested in same-day delivery than the senior set and such a retail strategy could pay off given the focus on serving the millennial this holiday shopping season.

A surveyfrom Bizrate Insight reports that nearly 30 percent of millennials view such product delivery capability as important compared to just 5 percent of senior shoppers. Same-day delivery is viewed as important by 13 percent of Baby Boomers and 19 percent of Gen X shoppers.

"The percentage of online buyers who found same-day delivery 'important' went down 5 percentage points from 24 percent in 2013; however this drop may be due, in part, to a changing delivery landscape," stated Hayley Silver, VP of Bizrate Insights, in an announcement. "A significantly larger percent of shoppers have since joined shipping clubs, which means consumers may be more used to two-day delivery. Furthermore, one-hour delivery has also become available in some markets, so shoppers who require an item immediately may spring for one-hour shipping instead of same-day."

Automotive and gift and flowers are the top retail categories where same-day delivery is viewed as most important.

Other findings include:

  • The desire for one-hour delivery remains small (with only 9 percent of buyers saying it is "important"). Yet 3 percent of online buyers considered abandoning purchase because one-hour delivery wasn’t available.

  • On average, buyers expect to pay about $15.78 for same-day delivery.

  • Some 4 percent of all buyers considered not purchasing at all because same-day delivery wasn’t offered.

  • Delivery cost is more important to 74 percent of buyers, versus delivery timing (important to 26 percent).

  • Millennials care less about shipping cost — and more about timing — than older generations do.

Topics: Customer Experience, Omnichannel / Multichannel, Online Retailing, Supply Chain, Trends / Statistics

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