RTB House recently released a study on online purchases, pointing out that the best weekdays to buy online are Tuesdays and Wednesdays, with the preferred hours being between 2-4 PM and 8-11 PM.
According to aggregated data from dozens of markets across Europe, Latin America, Asia and Pacific, Middle East and Africa, the number of clicks and conversions heightened especially on Tuesdays, where 37% more clicks and 43% conversions were seen. This overshadows the worst e-commerce day for purchasing, Saturday, where purchasing decisions (based on ad-clicks) decline significantly at just 11% of the total week’s results.
An RTB House study on the Romanian buying habits reflected the same trends. Users in Romania clicked on ads and finalized a purchase the most on Tuesdays, with 73% higher number of conversions and 45% clicks than on Saturday. The highest activity recorded was during the evening hours, between 9 and 11 PM (19% of all conversions).
Daniel Surmacz, COO at RTB House, explains why we’re seeing weekday shopping trends and how knowledge of these behaviours is the key to success in the e-commerce industry:
A decade ago, computers and the internet weren’t the primary shopping channel, and people mostly spent their free time on the computer for commercial purposes. Today, the saturation of online connectivity, smartphones, tablets in the workweek allow shoppers to finalize a purchase anytime, and anywhere.
With a growing amount of data about buying behaviour, and shopping trends changing as technology shifts, marketers need to know more about their target audience than ever before. With better data, the sooner marketers can react to buying trends, and deliver more accurate, personalized messages during peak times for users, the better.
“This is where artificial intelligence steps into the game” says Daniel Surmacz. “Self-learning algorithms used in personalized retargeting (powered by deep learning technologies) mimic the way neurons in our brain work. With captured data, they can analyse markets 24/7 and react to every small change out there. It enables advertising activities to be adjusted for individuals within days, hours or even minutes to exploit the highest buying potential in the way that hasn’t been possible before.”
The study is based on data collected from more than 1,000 campaigns conducted in the RTB model, an online ad technology that allows the purchase and sale of single ad views in real time. The data was derived from personalized retargeting tools developed by RTB House.
RTB House is one of few companies in the world that developed and implemented its own technology for purchasing advertisements in the RTB model (real-time bidding). The company operates worldwide and runs campaigns for global brands in 40 markets across Europe, Latin America, Asia and Pacific, Middle East and Africa.