Report: Consumers want cheap, not fast, deliveries

Jericho, N.Y. - Online shoppers in the U.S. and Canada are willing to sacrifice delivery speed for a lower shipping cost. According to a survey of U.S. and Canadian shoppers conducted by Purolator International, the cost of shipping was identified most often as the single most important concern in terms of the delivery of their purchases.



The survey found that 76% of Canadian consumers who made an online purchase from a U.S.-based retailer within the last six months, as well as 63% of U.S. online shoppers, identified shipping costs as very important; while 44% and 32%, respectively, said it was the single most important factor.



Most shoppers chose extended delivery times for their online purchases; a majority of Canadians (78%) and Americans (58%) typically opted for shipping that took four days or longer. A majority of online shoppers in both countries (65% Canadian, 55% American) demonstrated this willingness to wait, responding that they have very often or always adjusted their delivery date to a longer period to obtain a reduced cost; and 37% and 28%, respectively, said the availability of an economical delivery option with a longer delivery time was very important to them. Two-thirds of shoppers in both nations identified a free shipping option as very important in their purchase decision making.



Shipping cost and time for delivery become especially of issue during the holiday shopping season, as 63% Canadians and 49% Americans said they decided against purchasing a holiday item last year because of high shipping costs; 53% and 43%, respectively, decided against a holiday purchase because it would not be delivered in time.



Regarding the delivery of their purchases, more than half (58% Canada, 57% U.S.) of the online shoppers ranked the reputation and reliability of the carrier as a very important consideration. In Canada, 80% of consumers surveyed said they would choose postal service delivery in order to obtain a lower shipping cost. A majority of Canadians (62%) and Americans (60%) said they see postal delivery as an acceptable alternative to other types of carrier delivery services.