Table of Contents
Executive Summary
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- The market
- Online sales to quadruple 2009-19
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- Figure 1: US total online shopping sales, at current prices, 2009-19
- Amazon far in lead
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- Figure 2: Online stores used in past three months, April-December 2013
- The consumer
- Wide number of pre-purchase contact points
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- Figure 3: Online research activities conducted in past month, March 2014
- 25-44s most frequent online shoppers
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- Figure 4: Frequency of online shopping, by age, March 2014
- Only one in three see online stores as carrying wider selection
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- Figure 5: Perceptions of online shopping experience, March 2014
- Produce, automatic reordering still limited
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- Figure 6: Automatic reordering and purchase of produce online, March 2014
- What we think
Issues and Insights
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- Can brick-and-mortar make a comeback?
- The issues
- The implications
- Can e-tail crack produce or personal care?
- The issues
- The implications
Trend Application
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- Trend: Locavore
- Trend: Prove it
- Trend: Sense of the Intense
Market Size and Forecast
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- Key points
- CAGR of 16% from 2010-13
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- Figure 7: US online shopping sales, at current prices, 2009-19
- Figure 8: US online shopping sales, at inflation-adjusted prices, 2009-19
- Half of highest-income group increasing online shopping
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- Figure 9: Increasing levels of online shopping, by age, April-December 2013
- Figure 10: Increasing levels of online shopping, by household income, April-December 2013
- Fan chart forecast
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- Figure 11: Fan chart forecast of US total online shopping sales, 2009-19
Market Drivers
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- Key points
- Internet usage
- Internet usage nearly universal among 18-44s, higher-income groups
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- Figure 12: Incidence of internet usage, by age, April-December 2013
- Figure 13: Incidence of internet usage, by household income, April-December 2013
- Time spent online increasing
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- Figure 14: Time spent on the internet for activities other than email, April 2009-December 2013
- Home internet subscriptions
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- Figure 15: Incidence of household internet service subscription, by age, April-December 2013
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- Figure 16: Incidence of household internet service subscription, by household income, April-December 2013
- Comfort with online shopping
- Safety of shopping online, faith in web more in doubt
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- Figure 17: Faith in safety of making purchases online, accuracy of website information, April 2011-December 2013
- Figure 18: Faith in safety of making purchases online, accuracy of website information, by age, April-December 2013
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- Figure 19: Faith in safety of making purchases online, accuracy of website information, by household income, April-December 2013
- Security issues and storing payment information
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- Figure 20: Attitudes toward storing payment information, March 2014
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- Figure 21: Attitudes toward storing payment information, by age, March 2014
- Figure 22: Attitudes toward storing payment information, by household income, March 2014
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- Figure 23: Attitudes toward storing payment information, by frequency of online shopping, March 2014
Competitive Context
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- Key points
- Comparing online shopping to in-person shopping
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- Figure 24: Perceptions of online shopping experience, by age, March 2014
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- Figure 25: Perceptions of online shopping experience, by household income, March 2014
- Brick-and-mortar default for some, online sales now default for others
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- Figure 26: Preference for online shopping, April 2012-December 2013
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- Figure 27: Preference for online shopping, by age, April-December 2013
- Figure 28: Preference for online shopping, by household income, April-December 2013
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- Figure 29: Sentiments limiting online spending, by frequency of online shopping, March 2014
Leading Companies
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- Key points
- Amazon attracts high-income groups
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- Figure 30: Online stores shopped at in past three months, by household income, April-December 2013
- Leading e-tailers
- Amazon.com
- Walmart.com
- eBay.com
- Web-only retailers
- Newegg.com
- Overstock.com
- Fanatics
- The role of Amazon Prime
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- Figure 31: Amazon Prime membership, by age, March 2014
- Figure 32: Amazon Prime membership, by household income, March 2014
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- Figure 33: Amazon Prime membership, by frequency of online shopping, March 2014
- The potential in auctions
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- Figure 34: Enjoyment of participation in online auctions, by frequency of online shopping, March 2014
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- Figure 35: Enjoyment of participation in online auctions, by age, March 2014
- Figure 36: Enjoyment of participation in online auctions, by household income, March 2014
- The role of third-party retailing
- Amazon
- Walmart
- Etsy
- Rakuten
Marketing Strategies
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- Television ads as drivers for online traffic
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- Figure 37: Potential for TV ads to propel web activity, by age, April-December 2013
- Figure 38: Potential for TV ads to propel web activity, by household income, April-December 2013
- Subscriptions and membership-only stores
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- Figure 39: NatureBox sample, 2014
- TV ads promote savings, target moms, feature celebrities
- Zulily appeals to moms and highlights heavy discounts
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- Figure 40: Zulily ad, “I’m a mom,” 2014
- Zappos reaches out to moms and touts exceptional service
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- Figure 41: Zappos ad, “Who are you celebrating this Mother’s Day?” 2014
- Overstock courts cool with Snoop Lion
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- Figure 42: Overstock.com ad, “Snoop Lion’s den,” 2013
- Overstock makes low prices centerpiece of promotion
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- Figure 43: Overstock ad, “Memorial Day” 2014
- Staples empowers buyers with range of products offered online
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- Figure 44: Staples ad, “everything but the Big Idea” 2014
- Best Buy promotes cross-channel purchasing
- Smaller retailers onboard TV advertising
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- Figure 45: CustomInk ad, “Team,” 2014
- Figure 46: Wayfair ad, “Team,” 2014
- Online marketing
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 47: Key performance indicators, selected online shopping brands, May 19, 2013-May 20, 2014
- Brand usage and awareness
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- Figure 48: Brand usage and awareness of online shopping brands, April 2014
- Interaction with brands
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- Figure 49: Interaction with online shopping brands, April 2014
- Leading online campaigns
- Social media loyalty programs
- Reputation management
- Storytelling through social media
- Social good
- What we think
- Online conversations
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- Figure 50: Online mentions, selected online shopping brands, May 19, 2013-May 20, 2014
- Where are people talking about online shopping brands?
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- Figure 51: Mentions, by page type, selected online shopping brands, May 19, 2013-May 20, 2014
- What are people talking about online?
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- Figure 52: Mentions, by topic of conversation, selected online shopping brands, May 19, 2013-May 20, 2014
Innovations and Innovators
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- Amazon offers Sunday delivery
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- Figure 53: Amazon Prime Pantry, 2014
- Sears launches fashion-forward boutique online and in-stores
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- Figure 54: Sears now + here 2014
- Overstock accepts Bitcoin
- The RealReal offers used luxury
- Virtual fitting rooms
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- Figure 55: Me-Ality virtual fitting diagram, 2014
- Instacart delivers
Online Shopping
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- Key points
- Incidence and frequency
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- Figure 56: Incidence of remote shopping in past three months, by age, April-December 2013
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- Figure 57: Frequency of online shopping, by age, March 2014
- Figure 58: Frequency of online shopping, by household income, March 2014
- Limited traction for automatic reordering, groceries
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- Figure 59: Online purchasing of consumable goods, March 2014
- Weekly online shoppers moving into reordering and groceries
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- Figure 60: Online purchasing of consumable goods, by frequency of online shopping, March 2014
- Figure 61: Online purchasing of consumable goods, by age, March 2014
- Media, apparel top categories
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- Figure 62: Items ordered when shopping online, by gender, April-December 2013
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- Figure 63: Items ordered when shopping online, by household income, April-December 2013
The Research Process
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- Key points
- Wide number of pre-purchase contact points amid research process
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- Figure 64: Types of product research conducted online in past month on a PC, tablet, or smartphone, March 2014
- Older age groups less likely to compare prices
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- Figure 65: Types of product research conducted online in past month on a PC, tablet, or smartphone, by age, March 2014
- Higher-income groups do more research
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- Figure 66: Types of product research conducted online in past month on a PC, tablet, or smartphone, by household income, March 2014
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- Figure 67: Attitudes and behavior related to online research, by household income, March 2014
- Research conducted for most recent online purchase
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- Figure 68: Research conducted for most recent online purchase made on a PC, March 2014
- Older shoppers more likely to buy without research
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- Figure 69: Research conducted for most recent online purchase made on a PC, by age, March 2014
Attitudes Toward Online Shopping
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- Key points
- Factors limiting spending
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- Figure 70: Attitudes and behavior limiting online spending, March 2014
- Seniors buy what they want
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- Figure 71: Attitudes and behavior limiting online spending, by age, March 2014
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- Figure 72: Attitudes and behavior limiting online spending, by household income, March 2014
- Figure 73: Attitudes and behavior limiting online spending, by frequency of online shopping, March 2014
- Learning about new products
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- Figure 74: Attitudes toward recommendations and email marketing, by age, April-December 2013
- Highest-income group most interested in recommendations and email marketing
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- Figure 75: Attitudes toward recommendations and email marketing, by household income, April-December 2013
- Wish list usage could double
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- Figure 76: Interest in and use of wish lists, March 2014
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- Figure 77: Interest in and use of wish lists, by age, March 2014
- Figure 78: Interest in and use of wish lists, by frequency of online shopping, March 2014
Impact of Race and Hispanic Origin
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- Key points
- Whites, Asians, English-speaking Hispanics more active shoppers online
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- Figure 79: Incidence of remote shopping in past three months, by race/Hispanic origin, April-December 2013
- Figure 80: Frequency of online shopping, by race/Hispanic origin, March 2014
- Asians most active in online shopping
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- Figure 81: Attitudes related to online shopping, by race/Hispanic origin, April-December 2013
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- Figure 82: Research conducted for most recent purchase made on a PC, by race/Hispanic origin, March 2014
Appendix – Social Media
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- Brand analysis
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- Figure 83: Amazon.com key social media indicators, May 2014
- Figure 84: eBay.com key social media indicators, May 2014
- Figure 85: Walmart.com key social media indicators, May 2014
- Figure 86: Sears.com key social media indicators, May 2014
- Figure 87: Costco.com key social media indicators, May 2014
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- Figure 88: Target.com key social media indicators, May 2014
- Online discussion
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- Figure 89: Online mentions, selected online shopping brands, May 19, 2013-May 20, 2014
- Brand usage or awareness
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- Figure 90: Brand usage or awareness, April 2014
- Figure 91: Amazon.com usage or awareness, by demographics, April 2014
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- Figure 92: eBay.com usage or awareness, by demographics, April 2014
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- Figure 93: Walmart.com usage or awareness, by demographics, April 2014
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- Figure 94: Costco.com usage or awareness, by demographics, April 2014
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- Figure 95: Sears.com usage or awareness, by demographics, April 2014
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- Figure 96: Target.com usage or awareness, by demographics, April 2014
- Activities done
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- Figure 97: Activities done, April 2014
- Figure 98: Amazon.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 99: Amazon.com – Activities done – I have contacted/interacted with the brand online on social media, by demographics, April 2014
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- Figure 100: Amazon.com – Activities done – I follow/like the brand on social media because, by demographics, April 2014
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- Figure 101: Amazon.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 102: eBay.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 103: eBay.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 104: eBay.com – Activities done – I follow/like the brand on social media because, by demographics, April 2014
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- Figure 105: eBay.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 106: Walmart.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 107: Walmart.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 108: Walmart.com – Activities done – I follow/like the brand on social media because, by demographics, April 2014
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- Figure 109: Walmart.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 110: Costco.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 111: Costco.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 112: Costco.com – Activities done – I follow/like the brand on social media because, by demographics, April 2014
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- Figure 113: Costco.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 114: Sears.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 115: Sears.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 116: Sears.com – Activities done – I follow/like the brand on social media because, by demographics, April 2014
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- Figure 117: Sears.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 118: Target.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 119: Target.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 120: Target.com – Activities done – I follow/like the brand on social media because, by demographics, April 2014
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- Figure 121: Target.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
Appendix – Other Useful Consumer Tables
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- Online shopping
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- Figure 122: Incidence of remote shopping in past three months, by gender, April-December 2013
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- Figure 123: Incidence of remote shopping in past three months, by household income, April-December 2013
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- Figure 124: Incidence of remote shopping in past three months, by moms with children in household, April-December 2013
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- Figure 125: Incidence of remote shopping in past three months, by marital status with children, April-December 2013
- Frequency of online shopping
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- Figure 126: Frequency of online shopping, by gender, March 2014
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- Figure 127: Frequency of online shopping, by presence of children in household, March 2014
- Leading companies
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- Figure 128: Online stores shopped at in past three months, by gender, April-December 2013
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- Figure 129: Online stores shopped at in past three months, by age, April-December 2013
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- Figure 130: Online stores shopped at in past three months, by moms with children in household, April-December 2013
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- Figure 131: Online stores shopped at in past three months, by marital status with children, April-December 2013
- Categories purchased online
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- Figure 132: Items ordered when shopping online, by age, April-December 2013
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- Figure 133: Items ordered when shopping online, by race/Hispanic origin, April-December 2013
- Perceptions of online shopping experience
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- Figure 134: Perceptions of online shopping experience, by race/Hispanic origin, March 2014
- Impact of internet usage on shopping
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- Figure 135: Impact of internet usage on shopping, by gender, April-December 2013
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- Figure 136: Impact of internet usage on shopping, by moms with children in household, April-December 2013
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- Figure 137: Impact of internet usage on shopping, by marital status with children, April-December 2013
- Preference for shopping in person
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- Figure 138: Preference for in-person shopping, by age, March 2014
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- Figure 139: Preference for in-person shopping, by household income, March 2014
- The research process
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- Figure 140: Types of product research conducted online in past month on a PC, tablet, or smartphone, by race/Hispanic origin, March 2014
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- Figure 141: Types of product research conducted online in past month on a PC, tablet, or smartphone, by presence of children in household, March 2014
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- Figure 142: Research conducted for most recent purchase made on a PC, by household income, March 2014
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- Figure 143: Research conducted for most recent purchase made on a PC, by presence of children in household, March 2014
- Attitudes toward online shopping
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- Figure 144: Attitudes toward online shopping, by race/Hispanic origin, March 2014
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- Figure 145: Attitudes toward online shopping, by presence of children in household, March 2014
- Attitudes toward online research
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- Figure 146: Attitudes toward online research, by age, March 2014
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- Figure 147: Attitudes toward online research, by race/Hispanic origin, March 2014
- Wish lists
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- Figure 148: Attitudes toward wish lists, by presence of children in household, March 2014
Appendix – Trade Associations
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