Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- The market
- A future brighter than its already glowing past
-
- Figure 1: Fan chart forecast of U.S. total online and mobile shopping sales, 2006-16
- Market factors
- Gifts, internet access, 3G/4G tablets drivers
-
- Figure 2: Frequency of purchasing via tablet, by presence of data plan for tablet, December, 2011
- Competing with brick-and-mortar retailers harder than it looks
-
- Figure 3: Online and mobile shopping share of total retail sales, 2006-11
- Selling the home page
- Television buys require special motive
- The consumer
- Growth is in spend, not penetration
- Store selection based on familiarity and pricing
- Mobile shopping, mobile shopping apps most appreciated by Millennials
-
- Figure 4: Categories purchased on PC vs. mobile, December, 2011
- Whites, Asians, and married with children lead sales
- What we think
Issues in the Market
-
- Can mobile hardware be bad for online sales?
- Can e-tailers stay a step ahead of the taxman?
- In-person shopping: free entertainment?
- The immediacy problem: Can e-tailers compete in consumables?
Inspire Insights
-
- Inspire trend: Let’s make a deal
- From chore to hobby
- Hotwire and dynamic pricing
- Inspire trend: Make it mine
- One-size-fits-all mentality is dead
- Personalized products, personalized imagery
Market Size and Forecast
-
- Key points
- The glorious future just around the corner
-
- Figure 5: U.S. total online and mobile shopping sales, at current prices, 2006-16
- Figure 6: U.S. total online and mobile shopping sales, at inflation-adjusted prices, 2006-16
- Smartphone sales
-
- Figure 7: U.S. Smartphone shopping sales*, at current prices, 2006-15
- Fan chart forecast
-
- Figure 8: Fan chart forecast of U.S. total online and mobile shopping sales, 2006-16
Market Drivers
-
- Key points
- Gift purchasing
-
- Figure 9: Any online purchase, by category (net of PC, phone, and tablet), December 2011
- Access to hardware and broadband
- PC penetration comes to a standstill
-
- Figure 10: PC penetration, 2008-11
- Figure 11: PC penetration, by age, February-September 2011
-
- Figure 12: Internet access at home, 2008-11
- Figure 13: Internet access at home, by age, February-September 2011
-
- Figure 14: Internet access at home, by household income, February-September 2011
-
- Figure 15: Broadband access in online sample, December 2011
- Figure 16: Broadband access in online sample, by household income, December 2011
- Millennials still climbing aboard mobile hardware, online shopping
-
- Figure 17: Smartphone, tablet, and PC penetration in online sample, by age, December 2011
- Figure 18: Smartphone, tablet, and PC penetration in online sample, by household income, December 2011
-
- Figure 19: Planned acquisition of first smartphone, tablet, or PC, by age, December 2011
- Figure 20: First time buying presents online, by age, December 2011
- Access to mobile internet
-
- Figure 21: Internet usage on cell phone, by age, February-September 2011
-
- Figure 22: Internet usage on cell phone, by household income, February-September 2011
- Figure 23: Access to 3G or 4G mobile internet on cell phone or tablet, December 2011
-
- Figure 24: Access to 3G or 4G mobile internet on cell phone or tablet, by age, December 2011
- Figure 25: Access to 3G or 4G mobile internet on cell phone or tablet, by household income, December 2011
- 3G and 4G tablets game changers for tablet shopping
-
- Figure 26: Online shopping via tablet, by access to mobile broadband for tablet, December 2011
- Interest in remote shopping
-
- Figure 27: Attitudes to shopping, by gender, December 2011
-
- Figure 28: Attitudes to shopping, by age, December 2011
- Credit/debit card possession
-
- Figure 29: Credit card/debit card penetration, by age, February-September 2011
Competitive Context
-
- Key points
- Slim share of total retail growing annually
-
- Figure 30: Online and mobile shopping share of total retail sales, 2006-11
- Electronics, purchases for kids compete best against brick-and-mortar
-
- Figure 31: Any online purchase by category (net of PC, phone, and tablet) vs. in-person purchase, December 2011
- Subscriptions remain niche market
-
- Figure 32: Online subscription for household consumables, by age, December 2011
- Figure 33: Online subscription for household consumables, by household income, December 2011
- PC vs. mobile: gains or cannibalization?
-
- Figure 34: Frequency of online shopping via PC, Tablet, and phone, December 2011
Innovators and Innovations
-
- Scan that ad
- Scan that catalog
- Online dressing rooms
Leading Companies
-
- Key points
- Only half of leaders general merchandisers
-
- Figure 35: Online sales of top 10 internet retailers, 2009-10
- Purchasing in past month at standard, auction, and daily deals sites
-
- Figure 36: Traditional online stores shopped at in past month, by age, December 2011
-
- Figure 37: Traditional online stores shopped at in past month, by household income, December 2011
- Daily deals and other specialty sites
-
- Figure 38: Daily deal and other specialty online stores shopped at in past month, by age, December 2011
-
- Figure 39: Daily deal and other specialty online stores shopped at in past month, by household income, December 2011
- Amazon’s moat: 1-Click, PayPhrases, Prime, and subscriptions
-
- Figure 40: Amazon membership and feature usage, by age, December 2011
-
- Figure 41: Amazon membership and feature usage, by household income, December 2011
-
- Figure 42: Online shopping frequency by usage of Amazon or other subscription features, December 2011
Marketing Strategies
-
- Key points
- Sites themselves power marketing tools
- Amazon
- eBay
- Walmart.com
- QVC
- Television campaigns
- Overstock’s big winter sale
-
- Figure 43: Overstock “Big Winter Sale,” December 2011 – January 2012
- Zappos seeks out piece of the holiday pie
-
- Figure 44: Zappos “Get your gift,” December 2011
- QVC aims to be a verb
-
- Figure 45: QVC “Holiday greetings,” December 2011
- eBay is not your grandmother’s auction site
-
- Figure 46: eBay “tighten up,” September 2011 – March 2012
- Walmart wants your cyber dollars
-
- Figure 47: Walmart “Cyberdeals,” November 2011
- Amazon: Happiness is a barcode scanned
-
- Figure 48: Amazon “Appalicious,” September-November 2011
Online Shopping—Penetration, Frequency, and Spend
-
- Key points
- Introduction
- No increase in penetration for annual purchasing online
-
- Figure 49: Any online shopping in past year, 2008-11
- Women, young, high-income consumers more likely to shop online
-
- Figure 50: Any online shopping in past year, by gender, February-September 2011
- Figure 51: Any online shopping in past year, by age, February-September 2011
-
- Figure 52: Any online shopping in past year, by household income, February-September 2011
- Slow rise in monthly purchasing
-
- Figure 53: Online shopping purchase and research in the past month, 2008-11
-
- Figure 54: Online shopping and research, by gender, February-September 2011
- Figure 55: Online shopping and research, by age, February-September 2011
-
- Figure 56: Online shopping and research, by household income, February-September 2011
- Rapid growth in expenditure per person
-
- Figure 57: Amount spent online shopping in past year, 2008-11
- Figure 58: Amount spent online shopping in past year, by gender, February-September 2011
-
- Figure 59: Amount spent online shopping in past year, by age, February-September 2011
- Figure 60: Amount spent online shopping in past year, by household income, February-September 2011
Store Selection
-
- Key points
- Likes and dislikes of the online shopper
- Auctions a tough sell, familiarity and lowest price critical
-
- Figure 61: Factors in online store selection, December 2011
- Convenience, familiarity, and price: highlights by age, gender, and income
-
- Figure 62: Factors in online store selection, by age, December 2011
-
- Figure 63: Factors in online store selection (strongly agree), by age, December 2011
- Income not a significant determinant of online buying attitudes
-
- Figure 64: Factors in online store selection (any agree), by household income, December 2011
- Understanding attitudes based on disagreement
-
- Figure 65: Factors in online store selection (any disagree), by gender, December 2011
-
- Figure 66: Factors in online store selection (any disagree), by age, December 2011
- Figure 67: Factors in online store selection (any disagree), by household income, December 2011
Categories Purchased Online
-
- Key points
- Media leads, followed by women’s clothing
-
- Figure 68: Types of product ordered online in past year, by age, February-September 2011
-
- Figure 69: Types of product ordered online in past year, by household income, February-September 2011
- Categories purchased: PC vs. mobile
-
- Figure 70: Categories purchased by PC, phone, tablet, and in person, December 2011
Mobile Shopping
-
- Key points
- Frequency of purchasing via mobile
-
- Figure 71: Frequency of online shopping via smartphone or tablet, by gender, December 2011
- Figure 72: Frequency of online shopping via smartphone or tablet, by age, December 2011
- Frequency of shopping via tablet
-
- Figure 73: Frequency of online shopping via tablet, by age, December 2011
- Apps vs. browsers
-
- Figure 74: Preference for apps vs. browsers for shopping on mobile devices, December 2011
-
- Figure 75: Preference for apps vs. browsers for shopping on smartphones, by age, December 2011
-
- Figure 76: Preference for apps vs. browsers for shopping on tablets, by age, December 2011
- Figure 77: Preference for apps vs. browsers for shopping on tablets, by household income, December 2011
- Barcode scanning
-
- Figure 78: Frequency of barcode scanning, by age, December 2011
- Local mobile couponing apps
-
- Figure 79: Use of mobile couponing apps, by age, December 2011
- Let’s get passive about mobile promotions
-
- Figure 80: Attitudes to location-based promotions, by age, December 2011
- Figure 81: Attitudes to location-based promotions, by household income, December 2011
- Responses by brand of smartphone owned
-
- Figure 82: Attitudes to shopping, by brand of smartphone owned, December 2011
- Categories purchased via mobile
-
- Figure 83: Any mobile purchase by category by phone or tablet, by gender, December 2011
-
- Figure 84: Any mobile purchase by category, by age, December 2011
Race and Hispanic Origin
-
- Key points
- Internet access
-
- Figure 85: Internet access at home, by race/Hispanic origin, February-September 2011
- Figure 86: Internet and app usage on cell phone, by race/Hispanic origin, February-September 2011
-
- Figure 87: PC penetration, by race/Hispanic origin, February-September 2011
- Participation in online shopping
-
- Figure 88: Any online shopping in past year, by race/Hispanic origin, February-September 2011
- Figure 89: Amount spent online shopping in past year, by race/Hispanic origin, February-September 2011
-
- Figure 90: Use of the internet for purchasing or research in past 30 days, by race/Hispanic origin, February-September 2011
- Figure 91: Credit card/debit card penetration, by race/Hispanic origin, February-September 2011
- Participation by Hispanics, by language spoken in the home
-
- Figure 92: Credit card/debit card penetration, by language spoken in home, February-September 2011
- Figure 93: Internet access at home, by language spoken in home, February-September 2011
-
- Figure 94: Any online shopping in past year, by language spoken in home, February-September 2011
- Figure 95: Online shopping, by language spoken in home, February-September 2011
Custom Consumer Groups
-
- Participation and spend among $100Ks by type of household
-
- Figure 96: Incidence of online shopping in past year among over-$100Ks, by marital status, household income, and presence of children in household, February-September 2011
-
- Figure 97: Amount spent online shopping in past year among those earning $100K+, by marital status, household income, and presence of children in household, February-September 2011
- Market participation and spend among 35-44s by type of household
-
- Figure 98: Incidence of online shopping among 35-44s, by marital status and presence of children, February-September 2011
-
- Figure 99: Average amount spent online in past year among 35-44s, by marital status and presence of children, February-September 2011
Appendix: Frequency of Purchase in Online Study
-
- Majority online make online purchases monthly
-
- Figure 100: Online shopping via PC, tablet, or smartphone, December 2011
- 25-34s, those earning $50K+ drive sales
-
- Figure 101: Frequency of online shopping via PC/tablet/smartphone, by age, December 2011
-
- Figure 102: Frequency of online shopping via PC/tablet/smartphone, by household income, December 2011
Appendix: Additional Useful Tables
-
- Broadband access
-
- Figure 103: Broadband access in online sample, by gender, December 2011
- Figure 104: Broadband access in online sample, by age, December 2011
- Frequency of purchasing in online survey
- Frequency of purchasing by PC
-
- Figure 105: Frequency of online shopping via PC, by age, December 2011
- Figure 106: Frequency of online shopping via PC, by household income, December 2011
- Frequency of purchasing by tablet
-
- Figure 107: Frequency of online shopping via tablet, by gender, December 2011
- Frequency of purchasing by smartphone
-
- Figure 108: Frequency of online shopping via smartphone, by gender, December 2011
- Figure 109: Frequency of online shopping via smartphone, by age, December 2011
- Figure 110: Frequency of online smartphone, by household income, December 2011
- Frequency of shopping via smartphone or tablet
-
- Figure 111: Frequency of online shopping via smartphone or tablet, by household income, December 2011
- Category purchasing by hardware platform
-
- Figure 112: Categories purchased, by PC, phone, tablet, and in person, December 2011
- Category purchase by any online platform
-
- Figure 113: Any online purchase by category (net of PC, phone, and tablet), by age, December 2011
- Figure 114: Any online purchase by category (net of PC, phone, and tablet), by household income, December 2011
- Category purchase via phone or tablet
-
- Figure 115: Any mobile purchase by category (net of phone and tablet), by household income, December 2011
- Category purchase via PC
-
- Figure 116: Categories purchased by PC, by gender, December 2011
- Figure 117: Categories purchased by PC, by age, December 2011
- Figure 118: Categories purchased by PC, by household income, December 2011
- Category purchase via smartphone
-
- Figure 119: Categories purchased by smartphone, by gender, December 2011
- Figure 120: Categories purchased by smartphone, by age, December 2011
- Figure 121: Categories purchased by smartphone, by household income, December 2011
- Category purchase via tablet
-
- Figure 122: Categories purchased by tablet, by gender, December 2011
- Figure 123: Categories purchased by tablet, by age, December 2011
- Figure 124: Categories purchased by tablet, by household income, December 2011
- Factors impacting store selection
-
- Figure 125: Factors in online store selection, by gender, December 2011
- Figure 126: Factors in online store selection, by age, December 2011
- Figure 127: Factors in online store selection (any agree), by household income, December 2011
-
- Figure 128: Factors in online store selection (strongly agree), by age, December 2011
- Figure 129: Factors in online store selection (strongly agree), by household income, December 2011
-
- Figure 130: Factors in online store selection (any disagree), by gender, December 2011
- Figure 131: Factors in online store selection (any disagree), by age, December 2011
-
- Figure 132: Factors in online store selection (any disagree), by household income, December 2011
- Mobile shopping
-
- Figure 133: Mobile shopping behavior, by gender, December 2011
- Figure 134: Mobile shopping behavior, by household income, December 2011
- Figure 135: Frequency of barcode scanning, by household income, December 2011
-
- Figure 136: Use of mobile couponing apps, by gender, December 2011
- Responses by race/Hispanic origin in online sample
-
- Figure 137: Smartphone, tablet, and PC penetration in online sample, by race/Hispanic origin, December 2011
- Figure 138: Broadband access in online sample, by race/Hispanic origin, December 2011
- Figure 139: Attitudes to location-based promotions, by race/Hispanic origin, December 2011
-
- Figure 140: Online shopping via PC/tablet/smartphone, by race/Hispanic origin, December 2011
- Figure 141: Frequency of online shopping via tablet, by race/Hispanic origin, December 2011
-
- Figure 142: Online shopping via PC, by race/Hispanic origin, December 2011
- Responses by household type among 25-34s
-
- Figure 143: Amount spent online shopping in past year by marital status, age, and presence of children in household, February-September 2011
- Figure 144: Amount spent online shopping in past year, by marital status, age, and presence of children in household, February-September 2011
Appendix: Trade Associations
Back to top