Fig­ure 16: Cus­tomer Pro­file

Arabnet - The Quarterly - - Business -

One of the most sur­pris­ing find­ings of the re­search is that many of the e-com­merce com­pa­nies sur­veyed do not gather data about the age of their cus­tomers, and do not have age-spe­cific strate­gies or strate­gies that specif­i­cally tar­get mil­len­ni­als. From a sub-sam­ple of three sur­vey re­spon­dents that pro­vided this data, it seems that the largest pro­por­tion of cus­tomers are mil­len­ni­als, 20-35 years of age, rep­re­sent­ing al­most 2/3 of the cus­tomer base. The slightly older age group of 36-45 years rep­re­sents about a quar­ter of the cus­tomer base, and forms an im­por­tant seg­ment. More­over, based on a sub-sam­ple of four sur­vey re­spon­dents, the gen­der of e-com­merce buy­ers seems to be split equally, and may difffff­fer marginally ac­cord­ing to prod­uct offfff­fer­ing – for ex­am­ple, a fash­ion re­tailer shared that 60% of their cus­tomers are fe­male, whereas an elec­tron­ics re­tailer claimed to have 45% fe­male cus­tomers only.

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