Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Online and Mobile Shopping - US - June 2013

“The majority of e-commerce shoppers purchase goods online via laptop/desktop computers. Though they tend to stick to ‘familiar’ online retailers, the frequency in online shopping is significantly less than those who shop via smartphones or tablets. These shoppers, however, tend to be savvy, to be more incline to compare prices online, and to shop at ‘unfamiliar’ retailers.”

– Ali Lipson, Senior Retail and Apparel Analyst

Some issues addressed in this report include:

  • To drive the frequency of online purchases, retailers may consider stimulating mobile device use
  • Convenience, the holy grail of e-shopping, boosted by smartphone and tablet ownership
  • Inclination for online price comparison equates to low brand loyalty and high price sensitivity

Despite a healthy pace of 10.3% compounded annual growth rate from 2007-12, e-commerce only makes up a small percentage of the overall retail market. Sales via laptop/desktop computers make up the vast majority of e-commerce, but sales via tablet are increasing faster than sales through both laptops/desktops and smartphones. Tablet penetration is currently very low, not surprising considering its relative newness as a technology, but it is growing rapidly. Targeting these mobile-device users is important because of their higher than average number of purchases and spending amounts. The slow growth of e-commerce despite fairly high penetration suggests that online retailers should concentrate on building their sales through their existing customer base, as opposed to trying to attract new customers. Millennials are an important component of the existing online shopping contingent and tend to respond to low prices and peer/socially driven recommendations.

For the purposes of this report, the online and mobile shopping market has been defined as sales to consumers of merchandise conducted via the internet or other online system (including email, instant messaging, and smartphone applications). It covers web-only (“pure-play” retailers) as well as the online operations of brick-and-mortar retailers, catalog, television specialists, and other remote retailers. Market estimates implicitly include shopping via “apps” and smartphones. The focus of this report is on tangible objects that require pick-up or delivery: digital media, travel, entertainment tickets, insurance policies, and other products that are not tangible are not the main subject of this report. Prescription drugs may be included in sales figures, but is also not a sector covered in this report.

 

Take a look inside a sample report to see what you will receive: Download now.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • E-commerce retail sector developing into an important element in consumer shopping
                            • Figure 1: Fan chart forecast of U.S. total online and mobile shopping sales, 2007-17
                          • Annual growth in e-commerce's modest share of total retail
                            • Figure 2: Online and mobile shopping share of total retail sales, 2008-12
                          • Market drivers
                            • Internet access through mobile devices likely drives frequent online purchases
                              • M-commerce eating into traditional e-commerce, resulting in increased overall e-commerce
                                • Figure 3: Total retail sales of m-commerce vs. traditional e-commerce, 2013-16
                              • The consumer
                                • Grocery items and other low-cost everyday items least likely to be bought online
                                  • Figure 4: Types of items that would not be bought online, by types of devices used for internet access, March 2013
                                • Use of mobile handheld devices for online shopping is increasing
                                  • Average online spending shows solid growth in 2008-12, but cools for 2012
                                    • Asians top number of purchases, average spending on online shopping
                                      • Mobile technology use drives online purchases
                                        • Online price comparing behavior correlates with willingness to shop with unfamiliar retailers
                                          • Price sensitivity likely to guide online and mobile shopping
                                            • Desktop/laptop users out index mobile-device users in refraining from online shopping
                                              • What we think
                                              • Issues and Insights

                                                  • To drive the frequency of online purchases, retailers may consider stimulating mobile device use
                                                    • The issues
                                                      • The implications
                                                        • Convenience, the holy grail of e-shopping, boosted by smartphone and tablet ownership
                                                          • The issues
                                                            • The implications
                                                              • Inclination for online price comparison equates to low brand loyalty and high price sensitivity
                                                                • The issues
                                                                  • The implications
                                                                  • Trend Applications

                                                                      • Inspire trend: Life Hacking
                                                                        • Inspire trend: Prepare for the Worst
                                                                          • Mintel Futures: Access Anything, Anywhere
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Online and mobile retailing an essential component in consumers shopping
                                                                                  • Figure 5: U.S. total online and mobile shopping sales, at current prices, 2007-17
                                                                                  • Figure 6: U.S. total online and mobile shopping sales, at inflation-adjusted prices, 2007-17
                                                                                • e-commerce vs. m-commerce
                                                                                  • Fan chart forecast
                                                                                      • Figure 7: Fan chart forecast of U.S. total online and mobile shopping sales, 2007-17
                                                                                  • Market Drivers

                                                                                    • Key points
                                                                                      • Online activity: shopping
                                                                                        • Internet access through mobile devices most likely encourages online shopping
                                                                                          • Figure 8: Frequency of online shopping using any devices, by types of devices used for internet access, March 2013
                                                                                        • The incidence of consumers purchase online is on the move, albeit making small strides
                                                                                          • Figure 9: Online activity in the last 30 days – shopping and info gathering, July 2008-August 2012
                                                                                          • Figure 10: Online activity in the last 30 days – shopping and info gathering, by age, August 2011-August 2012
                                                                                        • Ownership of PCs and cell phones
                                                                                          • PC penetration has plateaued
                                                                                            • Figure 11: PC ownership, July 2008-August 2012
                                                                                            • Figure 12: PC ownership, by age, August 2011-August 2012
                                                                                          • Regardless of age, higher ownership in cell phones than PCs
                                                                                            • Figure 13: Cell/wireless phone ownership, July 2008-August 2012
                                                                                            • Figure 14: Cell/wireless phone ownership, by age, August 2011-August 2012
                                                                                          • Internet accessibility
                                                                                            • The vast majority of internet users access the web at home; in-road to work settings
                                                                                              • Figure 15: Where internet is accessed, July 2008-August 2012
                                                                                            • Rising penetration of tablets favorable catalyst to m-commerce sales
                                                                                              • Internet access via laptops/desktops is higher for older groups, younger groups more apt to use mobile devices
                                                                                                • Figure 16: Types of devices used for internet access, by gender and age, March 2013
                                                                                              • Mobile internet access stronger in households with children
                                                                                                • Figure 17: Types of devices used for internet access, by presence of children in household, March 2013
                                                                                            • Competitive Context

                                                                                              • Key points
                                                                                                • Slim share of total retail growing annually
                                                                                                  • Figure 18: Online and mobile shopping share of total retail sales, 2007-12
                                                                                                  • Figure 19: Impact of familiarity with online retailers on purchasing, by types of devices used for internet access, March 2013
                                                                                                  • Figure 20: Change in price comparison in past year, by types of devices used for internet access, March 2013
                                                                                                • Underutilization of automatic re-ordering services
                                                                                                  • Figure 21: Use of online subscriptions for household consumables, by age, March 2013
                                                                                                  • Figure 22: Use of online subscriptions for household consumables, by household income, March 2013
                                                                                                • Groceries, other low-cost everyday items least likely to be bought online
                                                                                                  • Figure 23: Types of items that would not be bought online, by types of devices used for internet access, March 2013
                                                                                              • Innovations and Innovators

                                                                                                  • eBay Now offers same-day delivery from brick-and-mortar retailers
                                                                                                    • Figure 24: eBay Now informational website, May 2013
                                                                                                    • Figure 25: e-Bay now app screen shots, May 2013
                                                                                                    • Figure 26: Glance by Zappos, May 2013
                                                                                                  • Green sites cater to those seeking eco-friendly products
                                                                                                    • Costco Wholesale shoppers can make mobile purchases through its member magazine
                                                                                                    • Leading Companies

                                                                                                      • Key points
                                                                                                        • Amazon retains leading position among online retailers
                                                                                                          • Figure 27: Online sales of top 10 internet retailers, 2010-11
                                                                                                        • Retailer overview
                                                                                                          • Amazon.com
                                                                                                            • Zappos.com
                                                                                                              • Diapers.com and Soap.com
                                                                                                                • ebay.com
                                                                                                                • Marketing Strategies

                                                                                                                  • Television Advertising
                                                                                                                    • Amazon.com
                                                                                                                      • Figure 28: Amazon.com TV ad, “Stepping up fashion,” March 2013
                                                                                                                    • Eastbay.com
                                                                                                                      • Figure 29: Eastbay.com TV ad, “Moving up,” February 2013
                                                                                                                    • Hautelook
                                                                                                                      • Figure 30: Hautelook TV ad, “Style Obsessed,” April 2013
                                                                                                                    • Overstock.com
                                                                                                                      • Figure 31: Overstock.com TV ad, “Twice as nice,” April 2013
                                                                                                                    • Shoemint
                                                                                                                      • Figure 32: Shoemint.com TV ad, “Shoes’ Affair,” December 2012
                                                                                                                    • Zulily
                                                                                                                      • Figure 33: Zulily TV ad, “Better than Boutique,” February 2013
                                                                                                                    • Other marketing activity
                                                                                                                      • Traditional retailers compete with flash sale sites
                                                                                                                        • Figure 34: Neiman Marcus email ad, May 2013
                                                                                                                        • Figure 35: Bloomingdale’s email ad, May 2013
                                                                                                                      • Hautelook revamps mobile experience
                                                                                                                        • Online exclusives remain key strategy among retailers
                                                                                                                        • Social Media – Online and Mobile Shopping

                                                                                                                          • Key points
                                                                                                                            • Key social media metrics
                                                                                                                              • Figure 36: key brand metrics, online and mobile shopping brands, May 2013
                                                                                                                            • Market overview
                                                                                                                              • Brand usage and awareness
                                                                                                                                • Figure 37: Usage and awareness of selected online and mobile shopping brands, March 2013
                                                                                                                              • Interaction with brands
                                                                                                                                • Figure 38: Interaction with selected online and mobile shopping brands, March 2013
                                                                                                                              • Online conversations
                                                                                                                                • Figure 39: Percentage of consumer conversation, by selected online and mobile shopping brands, by tier, April 28, 2013-May 27, 2013
                                                                                                                                • Figure 40: Online mentions, selected online and mobile shopping brands, by day, by tier, April 28, 2013-May 27, 2013
                                                                                                                              • Where are people talking about online and mobile shopping brands?
                                                                                                                                • Figure 41: Mentions by page type, selected online and mobile shopping brands, by tier, April 28, 2013-May 27, 2013
                                                                                                                              • What are people talking about online?
                                                                                                                                • Figure 42: Mentions, by type of conversation, selected online and mobile shopping brands, April 28, 2013-May 27, 2013
                                                                                                                                • Figure 43: Major areas of discussion surrounding online and mobile shopping brands, percent of daily mentions, by day, April 28, 2013-May 27, 2013
                                                                                                                                • Figure 44: Major areas of discussion surrounding online and mobile shopping brands, by page type, by tier, April 28, 2013-May 27, 2013
                                                                                                                              • Brand analysis
                                                                                                                                • Amazon.com
                                                                                                                                  • Figure 45: Amazon.com key social media indicators, May 2013
                                                                                                                                • Key online campaigns
                                                                                                                                  • What we think
                                                                                                                                    • ASOS.com
                                                                                                                                      • Figure 46: ASOS.com key social media indicators, May 2013
                                                                                                                                    • Key online campaigns
                                                                                                                                      • What we think
                                                                                                                                        • Sephora.com
                                                                                                                                          • Figure 47: Sephora.com key social media indicators, May 2013
                                                                                                                                        • Key online campaigns
                                                                                                                                          • What we think
                                                                                                                                            • Zappos.com
                                                                                                                                              • Figure 48: Zappos.com key social media indicators, May 2013
                                                                                                                                            • Key online campaigns
                                                                                                                                              • What we think
                                                                                                                                                • Gilt.com
                                                                                                                                                  • Figure 49: Gilt key social media indicators, May 2013
                                                                                                                                                • Key online campaigns
                                                                                                                                                  • What we think
                                                                                                                                                    • Peapod.com
                                                                                                                                                      • Figure 50: Peapod.com key social media indicators, May 2013
                                                                                                                                                    • Key online campaigns
                                                                                                                                                      • What we think
                                                                                                                                                      • Online Shopping, Frequency, and Spending

                                                                                                                                                        • Key points
                                                                                                                                                          • Online purchases
                                                                                                                                                            • Online shopping penetration stagnant since 2008
                                                                                                                                                              • Figure 51: Any online shopping in past year, July 2008 - August 2012
                                                                                                                                                            • Women, affluent consumers, and those between 25-54 more likely to have made recent online purchase
                                                                                                                                                              • Figure 52: Any online shopping in the past year, by gender, August 2011-August 2012
                                                                                                                                                              • Figure 53: Any online shopping in the past year, by age, August 2011-August 2012
                                                                                                                                                              • Figure 54: Any online shopping in past year, by household income, August 2011-August 2012
                                                                                                                                                            • Online shopping frequency
                                                                                                                                                              • Online purchases through mobile handheld devices on the rise
                                                                                                                                                                • Figure 55: Frequency of online shopping using any devices, laptops, tablets, and smartphones, March 2013
                                                                                                                                                              • Shoppers aged 18-34, particularly men, most frequent online buyers
                                                                                                                                                                • Figure 56: Frequency of online shopping using any devices, laptops, tablets, and smartphones, by gender and age, March 2013 – Part I
                                                                                                                                                                • Figure 57: Frequency of online shopping using any devices, laptops, tablets, and smartphones, by gender and age, March 2013 – Part II
                                                                                                                                                              • Brand loyalty toward a particular online retailer more likely among infrequent shoppers
                                                                                                                                                                • Figure 58: Frequency of online shopping using a tablet/smartphone, by impact of familiarity with online retailers on purchasing, March 2013
                                                                                                                                                              • Amount spent on online shopping in the past year
                                                                                                                                                                • Solid growth in 2008-12 average online shopping expenditures; only a slight slope in 2012
                                                                                                                                                                  • Figure 59: Amount spent on online shopping in the past year, July 2008-August 2012
                                                                                                                                                                • Demographics of online spend varies by age and gender groups
                                                                                                                                                                  • Figure 60: Amount spent on online shopping in the past year, by gender, August 2011-August 2012
                                                                                                                                                                  • Figure 61: Amount spent on online shopping in the past year, by age, August 2011-August 2012
                                                                                                                                                                  • Figure 62: Amount spent on online shopping in past year, by household income, August 2011-August 2012
                                                                                                                                                              • Categories Favored for Online vs. Offline Purchase

                                                                                                                                                                • Key points
                                                                                                                                                                  • Categories purchased online
                                                                                                                                                                    • Wide variety of products and services bought online
                                                                                                                                                                      • Figure 63: Type of products/services ordered online in the past year, by gender, August 2011-August 2012
                                                                                                                                                                    • Stronger online purchase penetration among 25-44s across nearly all categories
                                                                                                                                                                      • Figure 64: Type of products/services ordered online in the past year, by age, August 2011-August 2012
                                                                                                                                                                    • Categories not purchased online
                                                                                                                                                                      • Perishable and non-perishable food items most likely type not to be purchased online
                                                                                                                                                                        • Figure 65: Types of items that would not be bought online, March 2013
                                                                                                                                                                    • Change in Online Purchases

                                                                                                                                                                      • Key points
                                                                                                                                                                        • More items purchased online this year, particularly among younger shoppers
                                                                                                                                                                          • Figure 66: Change in number of items purchased online in the past year, by gender and age, March 2013
                                                                                                                                                                        • Households with children most likely to be making more online purchases
                                                                                                                                                                          • Figure 67: Change in number of items purchased online in the past year, by presence of children in household, March 2013
                                                                                                                                                                        • Mobile technology an influential component to increased online purchases
                                                                                                                                                                          • Figure 68: Change in number of items purchased online in the past year, by types of devices used for internet access, March 2013
                                                                                                                                                                      • Online Price Comparison and Payment Methods

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Online shoppers’ price comparison behavior
                                                                                                                                                                            • Willingness to compare prices online opens shoppers up to shopping at unfamiliar retailers
                                                                                                                                                                              • Figure 69: Change in price comparison in past year, by impact of familiarity with online retailers on purchasing, March 2013
                                                                                                                                                                            • Use of mobile apps growing
                                                                                                                                                                              • Figure 70: Change in price comparison in past year, by gender and age, March 2013
                                                                                                                                                                            • Households with children keen to conduct online price comparison
                                                                                                                                                                              • Figure 71: Change in price comparison in past year, by presence of children in household, March 2013
                                                                                                                                                                            • Preferred payment methods for online shopping
                                                                                                                                                                              • Figure 72: Payment method used for online shopping, by types of devices used for internet access, March 2013
                                                                                                                                                                              • Figure 73: Payment method used for online shopping, by incidence of online shopping by smartphone, tablet, or laptop/desktop, March 2013
                                                                                                                                                                              • Figure 74: Payment method used for online shopping, by gender and age, March 2013
                                                                                                                                                                          • Attitudes and Behaviors Toward Online Shopping

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Consumers’ perceptions of online shopping
                                                                                                                                                                                • Convenience the holy grail of online shopping; price a vital connector
                                                                                                                                                                                  • Millennials' changing habits paint the path of online and mobile shopping
                                                                                                                                                                                    • Figure 75: Attitudes toward online shopping, by gender and age, March 2013
                                                                                                                                                                                  • Household income not a significant factor affecting online shopping
                                                                                                                                                                                    • Figure 76: Attitudes toward online shopping, by household income, March 2013
                                                                                                                                                                                  • Price drives online shoppers with children under 18
                                                                                                                                                                                    • Figure 77: Attitudes toward online shopping, by presence of children in household, March 2013
                                                                                                                                                                                  • Familiarity as an influential factor in determining online shopping
                                                                                                                                                                                    • Figure 78: Impact of familiarity with online retailers on purchasing, by gender and age, March 2013
                                                                                                                                                                                    • Figure 79: Impact of familiarity with online retailers on purchasing, by household income, March 2013
                                                                                                                                                                                  • Reasons to avoid online shopping
                                                                                                                                                                                    • The sidestep of online shopping links to immense desktop/laptop-based internet users
                                                                                                                                                                                      • Figure 80: Reasons for not shopping online, by types of devices used for internet access, March 2013
                                                                                                                                                                                    • Preference for the in-store shopping experience presents a barrier to online sales
                                                                                                                                                                                      • Figure 81: Reasons for not shopping online, by never purchased in online/mobile, March 2013
                                                                                                                                                                                    • Older women in particular like the in-store shopping experience
                                                                                                                                                                                      • Figure 82: Reasons for not shopping online, by gender and age, March 2013
                                                                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • PCs and cell phones penetration highest among Asians
                                                                                                                                                                                        • Figure 83: PC ownership, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                        • Figure 84: Cell/wireless phone ownership, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                      • Asians and Hispanics likely favor iPhone; blacks prefer Android
                                                                                                                                                                                        • Figure 85: Types of devices used for internet access, by race/Hispanic origin, March 2013
                                                                                                                                                                                      • Asians spent the most on online shopping
                                                                                                                                                                                        • Figure 86: Any online shopping in the past year, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                        • Figure 87: Amount spent on online shopping in the past year, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                      • Asians the most likely frequented online shoppers
                                                                                                                                                                                        • Figure 88: Frequency of online shopping using any devices, by race/Hispanic origin, March 2013
                                                                                                                                                                                      • Diversity necessitates the need to differentiate online marketing messages
                                                                                                                                                                                        • Figure 89: Type of products/services ordered online in past year, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                        • Figure 90: Types of items that would not be bought online, by race/Hispanic origin, March 2013
                                                                                                                                                                                      • Asians and Hispanics the most likely groups to have increased online purchases
                                                                                                                                                                                        • Figure 91: Change in number of items purchased online in the past year, by race/Hispanic origin, March 2013
                                                                                                                                                                                      • Minorities’ inclinations to compare prices online requires unique marketing initiatives
                                                                                                                                                                                        • Figure 92: Change in price comparison in past year, by race/Hispanic origin, March 2013
                                                                                                                                                                                      • Hispanics least likely to feel comfortable using credit card for online transactions
                                                                                                                                                                                        • Figure 93: Payment method used for online shopping, by race/Hispanic origin, March 2013
                                                                                                                                                                                    • Key Driver Analysis

                                                                                                                                                                                      • Methodology
                                                                                                                                                                                        • Convenience strong determinant among Amazon shoppers
                                                                                                                                                                                          • Figure 94: Key drivers of recent online or mobile purchase from Amazon, June 2012
                                                                                                                                                                                      • Custom Consumer Groups – Online Retailer Purchased From

                                                                                                                                                                                        • Introduction
                                                                                                                                                                                          • Mobile devices play a role in determining frequency of online shopping
                                                                                                                                                                                              • Figure 95: Types of devices used for internet access, by online retailer purchased from, March 2013
                                                                                                                                                                                              • Figure 96: Frequency of online shopping using any devices, by online retailer purchased from, March 2013
                                                                                                                                                                                            • Regardless of brand, convenience is the biggest contender
                                                                                                                                                                                                • Figure 97: Attitudes toward online shopping, by online retailer purchased from, March 2013
                                                                                                                                                                                              • Zappos’ customers likely to shop online retailers they are not familiar with
                                                                                                                                                                                                • Figure 98: Impact of familiarity with online retailers on purchasing, by online retailer purchased from, March 2013
                                                                                                                                                                                                • Figure 99: Change in price comparison in past year, by online retailer purchased from, March 2013
                                                                                                                                                                                              • Reasons why shoppers refrain from online shopping, by retailer shopped
                                                                                                                                                                                                  • Figure 100: Reasons for not shopping online, by online retailer purchased from, March 2013
                                                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                • Devices used for internet access
                                                                                                                                                                                                  • Figure 101: Types of devices used for internet access, by household income, March 2013
                                                                                                                                                                                                  • Figure 102: Types of devices used for internet access, by marital/relationship status, March 2013
                                                                                                                                                                                                  • Figure 103: Types of devices used for internet access, by region, March 2013
                                                                                                                                                                                                  • Figure 104: Types of devices used for internet access, by Hispanic origin and household income, March 2013
                                                                                                                                                                                                  • Figure 105: Types of devices used for internet access, by gender and household income, March 2013
                                                                                                                                                                                                • Frequency of online shopping – any usage of online purchase
                                                                                                                                                                                                  • Figure 106: Frequency of online shopping using any devices, by age, March 2013
                                                                                                                                                                                                  • Figure 107: Frequency of online shopping using any devices, by household income, March 2013
                                                                                                                                                                                                  • Figure 108: Frequency of online shopping using any devices, by marital/relationship status, March 2013
                                                                                                                                                                                                  • Figure 109: Frequency of online shopping using any devices, by presence of children in household, March 2013
                                                                                                                                                                                                  • Figure 110: Frequency of online shopping using any devices, by region, March 2013
                                                                                                                                                                                                  • Figure 111: Frequency of online shopping using any devices, by generation, March 2013
                                                                                                                                                                                                  • Figure 112: Frequency of online shopping using any devices, by Hispanic origin and household income, March 2013
                                                                                                                                                                                                  • Figure 113: Frequency of online shopping using any devices, by gender and household income, March 2013
                                                                                                                                                                                                  • Figure 114: Frequency of online shopping using any devices, by Hispanic origin and age, March 2013
                                                                                                                                                                                                  • Figure 115: Frequency of online shopping using any devices, by parents with children and age, March 2013
                                                                                                                                                                                                • Frequency of online shopping – using a smartphone
                                                                                                                                                                                                  • Figure 116: Frequency of online shopping via smartphone, by race/Hispanic origin, March 2013
                                                                                                                                                                                                  • Figure 117: Frequency of online shopping via smartphone, by marital/relationship status, March 2013
                                                                                                                                                                                                  • Figure 118: Frequency of online shopping via smartphone, by presence of children in household, March 2013
                                                                                                                                                                                                  • Figure 119: Frequency of online shopping via smartphone, by generation, March 2013
                                                                                                                                                                                                  • Figure 120: Frequency of online shopping via smartphone, by parents with children and age, March 2013
                                                                                                                                                                                                • Frequency of online shopping – using a tablet
                                                                                                                                                                                                  • Figure 121: Frequency of online shopping via tablet, by race/Hispanic origin, March 2013
                                                                                                                                                                                                  • Figure 122: Frequency of online shopping via tablet, by generation, March 2013
                                                                                                                                                                                                • Frequency of online shopping – using a laptops or desktop
                                                                                                                                                                                                  • Figure 123: Frequency of online shopping via laptop/desktop, by marital/relationship status, March 2013
                                                                                                                                                                                                  • Figure 124: Frequency of online shopping via laptop/desktop, by presence of children in household, March 2013
                                                                                                                                                                                                  • Figure 125: Frequency of online shopping via laptop/desktop, by region, March 2013
                                                                                                                                                                                                  • Figure 126: Frequency of online shopping via laptop/desktop, by generation, March 2013
                                                                                                                                                                                                  • Figure 127: Frequency of online shopping via laptop/desktop, by race/Hispanic origin, March 2013
                                                                                                                                                                                                  • Figure 128: Frequency of online shopping via laptop/desktop, by Hispanic origin and household income, March 2013
                                                                                                                                                                                                  • Figure 129: Frequency of online shopping via laptop/desktop, by gender and household income, March 2013
                                                                                                                                                                                                  • Figure 130: Frequency of online shopping via laptop/desktop, by Hispanic origin and age, March 2013
                                                                                                                                                                                                  • Figure 131: Frequency of online shopping via laptop/desktop, by parents with children and age, March 2013
                                                                                                                                                                                                • Categories not purchased online
                                                                                                                                                                                                  • Figure 132: Types of items that would not be bought online, by gender and age, March 2013
                                                                                                                                                                                                  • Figure 133: Types of items that would not be bought online, by generation, March 2013
                                                                                                                                                                                                  • Figure 134: Types of items that would not be bought online, by Hispanic origin and age, March 2013
                                                                                                                                                                                                  • Figure 135: Types of items that would not be bought online, by parents with children and age, March 2013
                                                                                                                                                                                                • Change in online purchases
                                                                                                                                                                                                  • Figure 136: Change in number of items purchased online in the past year, by marital/relationship status, March 2013
                                                                                                                                                                                                  • Figure 137: Change in number of items purchased online in the past year, by region, March 2013
                                                                                                                                                                                                  • Figure 138: Change in number of items purchased online in the past year, by generation, March 2013
                                                                                                                                                                                                  • Figure 139: Change in number of items purchased online in the past year, by Hispanic origin and age, March 2013
                                                                                                                                                                                                • Attitudes toward online shopping
                                                                                                                                                                                                  • Figure 140: Attitudes toward online shopping, by age, March 2013
                                                                                                                                                                                                  • Figure 141: Attitudes toward online shopping, by household income, March 2013
                                                                                                                                                                                                  • Figure 142: Attitudes toward online shopping, by marital/relationship status, March 2013
                                                                                                                                                                                                  • Figure 143: Attitudes toward online shopping, by region, March 2013
                                                                                                                                                                                                  • Figure 144: Attitudes toward online shopping, by generation, March 2013
                                                                                                                                                                                                  • Figure 145: Attitudes toward online shopping, by Hispanic origin and household income, March 2013
                                                                                                                                                                                                  • Figure 146: Attitudes toward online shopping, by gender and household income, March 2013
                                                                                                                                                                                                  • Figure 147: Attitudes toward online shopping, by Hispanic origin and age, March 2013
                                                                                                                                                                                                  • Figure 148: Attitudes toward online shopping, by parents with children and age, March 2013
                                                                                                                                                                                                • Behaviors toward online price comparison
                                                                                                                                                                                                  • Figure 149: Change in price comparison in the past year, by age, March 2013
                                                                                                                                                                                                  • Figure 150: Change in price comparison in past year, by household income, March 2013
                                                                                                                                                                                                  • Figure 151: Change in price comparison in past year, by marital/relationship status, March 2013
                                                                                                                                                                                                  • Figure 152: Change in price comparison in past year, by region, March 2013
                                                                                                                                                                                                  • Figure 153: Change in price comparison in past year, by generation, March 2013
                                                                                                                                                                                                  • Figure 154: Change in price comparison in past year, by Hispanic origin and household income, March 2013
                                                                                                                                                                                                  • Figure 155: Change in price comparison in past year, by gender and household income, March 2013
                                                                                                                                                                                                  • Figure 156: Change in price comparison in past year, by Hispanic origin and age, March 2013
                                                                                                                                                                                                • Payment methods for online shopping
                                                                                                                                                                                                  • Figure 157: Payment methods used for online shopping, by age, March 2013
                                                                                                                                                                                                  • Figure 158: Payment method used for online shopping, by marital/relationship status, March 2013
                                                                                                                                                                                                  • Figure 159: Payment method used for online shopping, by region, March 2013
                                                                                                                                                                                                  • Figure 160: Payment method used for online shopping, by generation, March 2013
                                                                                                                                                                                                  • Figure 161: Payment method used for online shopping, by Hispanic origin and household income, March 2013
                                                                                                                                                                                                  • Figure 162: Payment method used for online shopping, by gender and household income, March 2013
                                                                                                                                                                                                  • Figure 163: Payment method used for online shopping, by Hispanic origin and age, March 2013
                                                                                                                                                                                                  • Figure 164: Payment method used for online shopping, by parents with children and age, March 2013
                                                                                                                                                                                              • Appendix – Key Driver Analysis

                                                                                                                                                                                                  • Interpretation of results
                                                                                                                                                                                                    • Figure 165: Recent online or mobile purchase from Amazon – key driver output, June 2013
                                                                                                                                                                                                • Appendix – Social Media

                                                                                                                                                                                                  • Usage and awareness
                                                                                                                                                                                                    • Figure 166: Brand usage or awareness, March 2013
                                                                                                                                                                                                    • Figure 167: Amazon.com usage or awareness, by demographics, March 2013
                                                                                                                                                                                                    • Figure 168: ASOS.com usage or awareness, by demographics, March 2013
                                                                                                                                                                                                    • Figure 169: Zappos.com usage or awareness, by demographics, March 2013
                                                                                                                                                                                                    • Figure 170: Gilt.com usage or awareness, by demographics, March 2013
                                                                                                                                                                                                    • Figure 171: Sephora.com usage or awareness, by demographics, March 2013
                                                                                                                                                                                                    • Figure 172: Peapod.com usage or awareness, by demographics, March 2013
                                                                                                                                                                                                  • Interaction with brands
                                                                                                                                                                                                    • Figure 173: Activities done, March 2013
                                                                                                                                                                                                    • Figure 174: Amazon.com – Activities done, by demographics, March 2013
                                                                                                                                                                                                    • Figure 175: Amazon.com – Activities done, by demographics, March 2013
                                                                                                                                                                                                    • Figure 176: Zappos.com – Activities done, by demographics, March 2013
                                                                                                                                                                                                  • Online conversations
                                                                                                                                                                                                    • Figure 177: Percentage of consumer conversation by selected online and mobile shopping brands, by tier, April 28, 2013-May 27, 2013
                                                                                                                                                                                                    • Figure 178: Online mentions, selected online and mobile shopping brands, by day, April 28, 2013-May 27, 2013
                                                                                                                                                                                                    • Figure 179: Mentions, by page type, selected online and mobile shopping brands, tier 1, April 28, 2013-May 27, 2013
                                                                                                                                                                                                    • Figure 180: Mentions, by page type, selected online and mobile shopping brands, tier 2, April 28, 2013-May 27, 2013
                                                                                                                                                                                                    • Figure 181: Mentions, by type of conversation, selected online and mobile shopping brands, April 28, 2013-May 27, 2013
                                                                                                                                                                                                    • Figure 182: Major areas of discussion surrounding online and mobile shopping brands, percent of daily mentions, by day, April 28, 2013-May 27, 2013
                                                                                                                                                                                                    • Figure 183: Major areas of discussion surrounding online and mobile shopping brands, by page type, tier 1, April 28, 2013-May 27, 2013
                                                                                                                                                                                                    • Figure 184: Major areas of discussion surrounding online and mobile shopping brands, by page type, tier 2, April 28, 2013-May 27, 2013
                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Amazon North America
                                                                                                                                                                                                  • Apple, Inc
                                                                                                                                                                                                  • CDW Corporation
                                                                                                                                                                                                  • Dell Inc.
                                                                                                                                                                                                  • National Retail Federation (NRF)
                                                                                                                                                                                                  • Netflix, Inc.
                                                                                                                                                                                                  • Office Depot (North America Retail)
                                                                                                                                                                                                  • Sears Holdings Corporation
                                                                                                                                                                                                  • Staples, Inc
                                                                                                                                                                                                  • U.S. Bureau of the Census
                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                  • Zappos.com Inc.

                                                                                                                                                                                                  Online and Mobile Shopping - US - June 2013

                                                                                                                                                                                                  £3,174.67 (Excl.Tax)