Author: Mintel Group Ltd.
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Online Shopping - US - June 2014

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

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