Proof that Shoppers are "Shopping" at Home, 8 PM to 10 PM

A study by Compete illustrates the increasing disconnect between many forms of marketing persuasion that are part of the selling process, and the increasingly disarticulated shopper buying process. In other words, people are shopping long before they ever set out to visit a retail store, and at non-traditional retail hours when shopping online.

Visits  to most retail categories peaks in the evening hours, around 8 pm to 10 pm. There is a steady increase throughout the day (from about 9 am on), and it drops off around 11 pm. The lowest levels occur in the early morning hours—between 3 am and 5 am, when the fewest people are awake.

Sporting goods retailers see a concentrated peak around 8 pm, after fairly low levels throughout the day. Home improvement sites peak in the morning and remain steady through the afternoon, with an early drop-off at night.

All of that is instructive in terms of its implications for online and mobile promotion, marketing and advertising.

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