Online and Mobile Shopping - US - September 2016
"Online sales doubled from 2011-16, with steady growth of 14-16% annually. Enabling this growth through 2015 were rising numbers of households with access to broadband, as well as rapidly rising ownership of smartphones and tablets. Since the gains from these key drivers has already occurred and may have reached a limit, future growth will primarily occur on the basis of existing online shoppers making more of their purchases online. This avenue to growth appears to already be in effect, with categories previously purchased only in-store beginning to take hold online, including furniture, clothing, and groceries.
This Report reviews these transitions in the online and mobile marketplace via quantitative and qualitative work on the frequency of online and mobile shopping, cart size, categories purchased, the pre-purchase process, as well as attitudes toward shipping and retailer selection."
Senior Technology Analyst
This report covers the following areas:
- Amazon holds aces
- New shoppers a rare find
- Grocery shopping not quite ready for prime time
The use of marketing dollars specifically oriented to drive online buyers to mobile and desktop websites is far from an idle pursuit, even when an immediate conversion does not occur. These same sites have become a central means by which shoppers conduct prepurchase research, using e-commerce storefronts to find new products that interest them, compare prices, and assess what other buyers think of those products. Solid e-commerce marketing will increasingly become the means by which total retail sales (online and offline) grow.
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