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Online Shopping - US - June 2014

“E-commerce sales are growing rapidly, but are still only at the outset of a journey to become the default means of shopping for the vast majority of purchases, including categories currently seen as unsuitable for online sales.”

– Billy Hulkower, Senior Technology and Media Analyst

Some questions answered in this report include:

  • Can brick-and-mortar make a comeback?
  • Can e-tail crack produce or personal care?

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Online sales to quadruple 2009-19
                          • Figure 1: US total online shopping sales, at current prices, 2009-19
                        • Amazon far in lead
                          • Figure 2: Online stores used in past three months, April-December 2013
                        • The consumer
                          • Wide number of pre-purchase contact points
                            • Figure 3: Online research activities conducted in past month, March 2014
                          • 25-44s most frequent online shoppers
                            • Figure 4: Frequency of online shopping, by age, March 2014
                          • Only one in three see online stores as carrying wider selection
                            • Figure 5: Perceptions of online shopping experience, March 2014
                          • Produce, automatic reordering still limited
                            • Figure 6: Automatic reordering and purchase of produce online, March 2014
                          • What we think
                          • Issues and Insights

                              • 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

                                            • Trend: Locavore
                                              • Trend: Prove it
                                                • Trend: Sense of the Intense
                                                • Market Size and Forecast

                                                  • Key points
                                                    • CAGR of 16% from 2010-13
                                                      • 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
                                                      • 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
                                                        • Figure 11: Fan chart forecast of US total online shopping sales, 2009-19
                                                    • Market Drivers

                                                      • Key points
                                                        • Internet usage
                                                          • Internet usage nearly universal among 18-44s, higher-income groups
                                                            • 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
                                                            • Figure 14: Time spent on the internet for activities other than email, April 2009-December 2013
                                                          • Home internet subscriptions
                                                            • Figure 15: Incidence of household internet service subscription, by age, April-December 2013
                                                            • 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
                                                              • 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
                                                              • 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
                                                              • Figure 20: Attitudes toward storing payment information, March 2014
                                                              • Figure 21: Attitudes toward storing payment information, by age, March 2014
                                                              • Figure 22: Attitudes toward storing payment information, by household income, March 2014
                                                              • Figure 23: Attitudes toward storing payment information, by frequency of online shopping, March 2014
                                                          • Competitive Context

                                                            • Key points
                                                              • Comparing online shopping to in-person shopping
                                                                • Figure 24: Perceptions of online shopping experience, by age, March 2014
                                                                • Figure 25: Perceptions of online shopping experience, by household income, March 2014
                                                              • Brick-and-mortar default for some, online sales now default for others
                                                                • Figure 26: Preference for online shopping, April 2012-December 2013
                                                                • Figure 27: Preference for online shopping, by age, April-December 2013
                                                                • Figure 28: Preference for online shopping, by household income, April-December 2013
                                                                • Figure 29: Sentiments limiting online spending, by frequency of online shopping, March 2014
                                                            • Leading Companies

                                                              • Key points
                                                                • Amazon attracts high-income groups
                                                                  • 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
                                                                                  • Figure 31: Amazon Prime membership, by age, March 2014
                                                                                  • Figure 32: Amazon Prime membership, by household income, March 2014
                                                                                  • Figure 33: Amazon Prime membership, by frequency of online shopping, March 2014
                                                                                • The potential in auctions
                                                                                  • Figure 34: Enjoyment of participation in online auctions, by frequency of online shopping, March 2014
                                                                                  • 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

                                                                                          • Television ads as drivers for online traffic
                                                                                            • 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
                                                                                            • Figure 39: NatureBox sample, 2014
                                                                                          • TV ads promote savings, target moms, feature celebrities
                                                                                            • Zulily appeals to moms and highlights heavy discounts
                                                                                              • Figure 40: Zulily ad, “I’m a mom,” 2014
                                                                                            • Zappos reaches out to moms and touts exceptional service
                                                                                              • Figure 41: Zappos ad, “Who are you celebrating this Mother’s Day?” 2014
                                                                                            • Overstock courts cool with Snoop Lion
                                                                                              • Figure 42: Overstock.com ad, “Snoop Lion’s den,” 2013
                                                                                            • Overstock makes low prices centerpiece of promotion
                                                                                              • Figure 43: Overstock ad, “Memorial Day” 2014
                                                                                            • Staples empowers buyers with range of products offered online
                                                                                              • Figure 44: Staples ad, “everything but the Big Idea” 2014
                                                                                            • Best Buy promotes cross-channel purchasing
                                                                                              • Smaller retailers onboard TV advertising
                                                                                                • Figure 45: CustomInk ad, “Team,” 2014
                                                                                                • Figure 46: Wayfair ad, “Team,” 2014
                                                                                              • Online marketing
                                                                                              • Social Media

                                                                                                  • Key points
                                                                                                    • Market overview
                                                                                                      • Key social media metrics
                                                                                                        • Figure 47: Key performance indicators, selected online shopping brands, May 19, 2013-May 20, 2014
                                                                                                      • Brand usage and awareness
                                                                                                        • Figure 48: Brand usage and awareness of online shopping brands, April 2014
                                                                                                      • Interaction with brands
                                                                                                        • 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
                                                                                                                    • Figure 50: Online mentions, selected online shopping brands, May 19, 2013-May 20, 2014
                                                                                                                  • Where are people talking about online shopping brands?
                                                                                                                    • Figure 51: Mentions, by page type, selected online shopping brands, May 19, 2013-May 20, 2014
                                                                                                                  • What are people talking about online?
                                                                                                                    • Figure 52: Mentions, by topic of conversation, selected online shopping brands, May 19, 2013-May 20, 2014
                                                                                                                • Innovations and Innovators

                                                                                                                  • Amazon offers Sunday delivery
                                                                                                                    • Figure 53: Amazon Prime Pantry, 2014
                                                                                                                  • Sears launches fashion-forward boutique online and in-stores
                                                                                                                    • Figure 54: Sears now + here 2014
                                                                                                                  • Overstock accepts Bitcoin
                                                                                                                    • The RealReal offers used luxury
                                                                                                                      • Virtual fitting rooms
                                                                                                                        • Figure 55: Me-Ality virtual fitting diagram, 2014
                                                                                                                      • Instacart delivers
                                                                                                                      • Online Shopping

                                                                                                                        • Key points
                                                                                                                          • Incidence and frequency
                                                                                                                            • Figure 56: Incidence of remote shopping in past three months, by age, April-December 2013
                                                                                                                            • 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
                                                                                                                            • Figure 59: Online purchasing of consumable goods, March 2014
                                                                                                                          • Weekly online shoppers moving into reordering and groceries
                                                                                                                            • 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
                                                                                                                            • Figure 62: Items ordered when shopping online, by gender, April-December 2013
                                                                                                                            • Figure 63: Items ordered when shopping online, by household income, April-December 2013
                                                                                                                        • The Research Process

                                                                                                                          • Key points
                                                                                                                            • Wide number of pre-purchase contact points amid research process
                                                                                                                              • 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
                                                                                                                              • 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
                                                                                                                              • Figure 66: Types of product research conducted online in past month on a PC, tablet, or smartphone, by household income, March 2014
                                                                                                                              • Figure 67: Attitudes and behavior related to online research, by household income, March 2014
                                                                                                                            • Research conducted for most recent online purchase
                                                                                                                              • Figure 68: Research conducted for most recent online purchase made on a PC, March 2014
                                                                                                                            • Older shoppers more likely to buy without research
                                                                                                                              • Figure 69: Research conducted for most recent online purchase made on a PC, by age, March 2014
                                                                                                                          • Attitudes Toward Online Shopping

                                                                                                                            • Key points
                                                                                                                              • Factors limiting spending
                                                                                                                                • Figure 70: Attitudes and behavior limiting online spending, March 2014
                                                                                                                              • Seniors buy what they want
                                                                                                                                • Figure 71: Attitudes and behavior limiting online spending, by age, March 2014
                                                                                                                                • 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
                                                                                                                                • Figure 74: Attitudes toward recommendations and email marketing, by age, April-December 2013
                                                                                                                              • Highest-income group most interested in recommendations and email marketing
                                                                                                                                • Figure 75: Attitudes toward recommendations and email marketing, by household income, April-December 2013
                                                                                                                              • Wish list usage could double
                                                                                                                                • Figure 76: Interest in and use of wish lists, March 2014
                                                                                                                                • 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

                                                                                                                              • Key points
                                                                                                                                • Whites, Asians, English-speaking Hispanics more active shoppers online
                                                                                                                                  • 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
                                                                                                                                  • Figure 81: Attitudes related to online shopping, by race/Hispanic origin, April-December 2013
                                                                                                                                  • Figure 82: Research conducted for most recent purchase made on a PC, by race/Hispanic origin, March 2014
                                                                                                                              • Appendix – Social Media

                                                                                                                                • Brand analysis
                                                                                                                                  • 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
                                                                                                                                  • Figure 88: Target.com key social media indicators, May 2014
                                                                                                                                • Online discussion
                                                                                                                                  • Figure 89: Online mentions, selected online shopping brands, May 19, 2013-May 20, 2014
                                                                                                                                • Brand usage or awareness
                                                                                                                                  • Figure 90: Brand usage or awareness, April 2014
                                                                                                                                  • Figure 91: Amazon.com usage or awareness, by demographics, April 2014
                                                                                                                                  • Figure 92: eBay.com usage or awareness, by demographics, April 2014
                                                                                                                                  • Figure 93: Walmart.com usage or awareness, by demographics, April 2014
                                                                                                                                  • Figure 94: Costco.com usage or awareness, by demographics, April 2014
                                                                                                                                  • Figure 95: Sears.com usage or awareness, by demographics, April 2014
                                                                                                                                  • Figure 96: Target.com usage or awareness, by demographics, April 2014
                                                                                                                                • Activities done
                                                                                                                                  • 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
                                                                                                                                  • Figure 99: Amazon.com – Activities done – I have contacted/interacted with the brand online on social media, by demographics, April 2014
                                                                                                                                  • Figure 100: Amazon.com – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                  • Figure 101: Amazon.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                  • Figure 102: eBay.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                  • Figure 103: eBay.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                  • Figure 104: eBay.com – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                  • Figure 105: eBay.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                  • Figure 106: Walmart.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                  • Figure 107: Walmart.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                  • Figure 108: Walmart.com – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                  • Figure 109: Walmart.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                  • Figure 110: Costco.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                  • Figure 111: Costco.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                  • Figure 112: Costco.com – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                  • Figure 113: Costco.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                  • Figure 114: Sears.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                  • Figure 115: Sears.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                  • Figure 116: Sears.com – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                  • Figure 117: Sears.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                  • Figure 118: Target.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                  • Figure 119: Target.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                  • Figure 120: Target.com – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                  • Figure 121: Target.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                • Online shopping
                                                                                                                                  • Figure 122: Incidence of remote shopping in past three months, by gender, April-December 2013
                                                                                                                                  • Figure 123: Incidence of remote shopping in past three months, by household income, April-December 2013
                                                                                                                                  • Figure 124: Incidence of remote shopping in past three months, by moms with children in household, April-December 2013
                                                                                                                                  • Figure 125: Incidence of remote shopping in past three months, by marital status with children, April-December 2013
                                                                                                                                • Frequency of online shopping
                                                                                                                                  • Figure 126: Frequency of online shopping, by gender, March 2014
                                                                                                                                  • Figure 127: Frequency of online shopping, by presence of children in household, March 2014
                                                                                                                                • Leading companies
                                                                                                                                  • Figure 128: Online stores shopped at in past three months, by gender, April-December 2013
                                                                                                                                  • Figure 129: Online stores shopped at in past three months, by age, April-December 2013
                                                                                                                                  • Figure 130: Online stores shopped at in past three months, by moms with children in household, April-December 2013
                                                                                                                                  • Figure 131: Online stores shopped at in past three months, by marital status with children, April-December 2013
                                                                                                                                • Categories purchased online
                                                                                                                                  • Figure 132: Items ordered when shopping online, by age, April-December 2013
                                                                                                                                  • Figure 133: Items ordered when shopping online, by race/Hispanic origin, April-December 2013
                                                                                                                                • Perceptions of online shopping experience
                                                                                                                                  • Figure 134: Perceptions of online shopping experience, by race/Hispanic origin, March 2014
                                                                                                                                • Impact of internet usage on shopping
                                                                                                                                  • Figure 135: Impact of internet usage on shopping, by gender, April-December 2013
                                                                                                                                  • Figure 136: Impact of internet usage on shopping, by moms with children in household, April-December 2013
                                                                                                                                  • Figure 137: Impact of internet usage on shopping, by marital status with children, April-December 2013
                                                                                                                                • Preference for shopping in person
                                                                                                                                  • Figure 138: Preference for in-person shopping, by age, March 2014
                                                                                                                                  • Figure 139: Preference for in-person shopping, by household income, March 2014
                                                                                                                                • The research process
                                                                                                                                  • Figure 140: Types of product research conducted online in past month on a PC, tablet, or smartphone, by race/Hispanic origin, March 2014
                                                                                                                                  • 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
                                                                                                                                  • Figure 142: Research conducted for most recent purchase made on a PC, by household income, March 2014
                                                                                                                                  • Figure 143: Research conducted for most recent purchase made on a PC, by presence of children in household, March 2014
                                                                                                                                • Attitudes toward online shopping
                                                                                                                                  • Figure 144: Attitudes toward online shopping, by race/Hispanic origin, March 2014
                                                                                                                                  • Figure 145: Attitudes toward online shopping, by presence of children in household, March 2014
                                                                                                                                • Attitudes toward online research
                                                                                                                                  • Figure 146: Attitudes toward online research, by age, March 2014
                                                                                                                                  • Figure 147: Attitudes toward online research, by race/Hispanic origin, March 2014
                                                                                                                                • Wish lists
                                                                                                                                  • Figure 148: Attitudes toward wish lists, by presence of children in household, March 2014
                                                                                                                              • Appendix – Trade Associations

                                                                                                                                Companies Covered

                                                                                                                                • Amazon North America
                                                                                                                                • Apple, Inc
                                                                                                                                • National Retail Federation (NRF)
                                                                                                                                • U.S. Bureau of the Census

                                                                                                                                Online Shopping - US - June 2014

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