Table of Contents
Executive Summary
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- The market
- E-commerce retail sector developing into an important element in consumer shopping
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- 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
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- 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
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- 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
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- 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
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- 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
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- Inspire trend: Life Hacking
- Inspire trend: Prepare for the Worst
- Mintel Futures: Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Online and mobile retailing an essential component in consumers shopping
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- 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
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- Figure 7: Fan chart forecast of U.S. total online and mobile shopping sales, 2007-17
Market Drivers
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- Key points
- Online activity: shopping
- Internet access through mobile devices most likely encourages online shopping
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 16: Types of devices used for internet access, by gender and age, March 2013
- Mobile internet access stronger in households with children
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- Figure 17: Types of devices used for internet access, by presence of children in household, March 2013
Competitive Context
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- Key points
- Slim share of total retail growing annually
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- Figure 18: Online and mobile shopping share of total retail sales, 2007-12
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- 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
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- 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
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- Figure 23: Types of items that would not be bought online, by types of devices used for internet access, March 2013
Innovations and Innovators
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- eBay Now offers same-day delivery from brick-and-mortar retailers
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- Figure 24: eBay Now informational website, May 2013
- Figure 25: e-Bay now app screen shots, May 2013
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- 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
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- Key points
- Amazon retains leading position among online retailers
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- 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
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- Television Advertising
- Amazon.com
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- Figure 28: Amazon.com TV ad, “Stepping up fashion,” March 2013
- Eastbay.com
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- Figure 29: Eastbay.com TV ad, “Moving up,” February 2013
- Hautelook
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- Figure 30: Hautelook TV ad, “Style Obsessed,” April 2013
- Overstock.com
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- Figure 31: Overstock.com TV ad, “Twice as nice,” April 2013
- Shoemint
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- Figure 32: Shoemint.com TV ad, “Shoes’ Affair,” December 2012
- Zulily
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- Figure 33: Zulily TV ad, “Better than Boutique,” February 2013
- Other marketing activity
- Traditional retailers compete with flash sale sites
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- 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
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- Key points
- Key social media metrics
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- Figure 36: key brand metrics, online and mobile shopping brands, May 2013
- Market overview
- Brand usage and awareness
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- Figure 37: Usage and awareness of selected online and mobile shopping brands, March 2013
- Interaction with brands
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- Figure 38: Interaction with selected online and mobile shopping brands, March 2013
- Online conversations
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- Figure 39: Percentage of consumer conversation, by selected online and mobile shopping brands, by tier, April 28, 2013-May 27, 2013
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- 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?
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- 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?
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- Figure 42: Mentions, by type of conversation, selected online and mobile shopping brands, April 28, 2013-May 27, 2013
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- Figure 43: Major areas of discussion surrounding online and mobile shopping brands, percent of daily mentions, by day, April 28, 2013-May 27, 2013
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- 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
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- Figure 45: Amazon.com key social media indicators, May 2013
- Key online campaigns
- What we think
- ASOS.com
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- Figure 46: ASOS.com key social media indicators, May 2013
- Key online campaigns
- What we think
- Sephora.com
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- Figure 47: Sephora.com key social media indicators, May 2013
- Key online campaigns
- What we think
- Zappos.com
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- Figure 48: Zappos.com key social media indicators, May 2013
- Key online campaigns
- What we think
- Gilt.com
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- Figure 49: Gilt key social media indicators, May 2013
- Key online campaigns
- What we think
- Peapod.com
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- Figure 50: Peapod.com key social media indicators, May 2013
- Key online campaigns
- What we think
Online Shopping, Frequency, and Spending
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- Key points
- Online purchases
- Online shopping penetration stagnant since 2008
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 62: Amount spent on online shopping in past year, by household income, August 2011-August 2012
Categories Favored for Online vs. Offline Purchase
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- Key points
- Categories purchased online
- Wide variety of products and services bought online
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- 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
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- 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
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- Figure 65: Types of items that would not be bought online, March 2013
Change in Online Purchases
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- Key points
- More items purchased online this year, particularly among younger shoppers
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- 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
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- 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
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- 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
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- Key points
- Online shoppers’ price comparison behavior
- Willingness to compare prices online opens shoppers up to shopping at unfamiliar retailers
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- 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
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- Figure 70: Change in price comparison in past year, by gender and age, March 2013
- Households with children keen to conduct online price comparison
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- Figure 71: Change in price comparison in past year, by presence of children in household, March 2013
- Preferred payment methods for online shopping
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- Figure 72: Payment method used for online shopping, by types of devices used for internet access, March 2013
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- Figure 73: Payment method used for online shopping, by incidence of online shopping by smartphone, tablet, or laptop/desktop, March 2013
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- Figure 74: Payment method used for online shopping, by gender and age, March 2013
Attitudes and Behaviors Toward Online Shopping
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- 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
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- Figure 75: Attitudes toward online shopping, by gender and age, March 2013
- Household income not a significant factor affecting online shopping
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- Figure 76: Attitudes toward online shopping, by household income, March 2013
- Price drives online shoppers with children under 18
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- Figure 77: Attitudes toward online shopping, by presence of children in household, March 2013
- Familiarity as an influential factor in determining online shopping
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- 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
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- 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
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- 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
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- Figure 82: Reasons for not shopping online, by gender and age, March 2013
Impact of Race and Hispanic Origin
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- Key points
- PCs and cell phones penetration highest among Asians
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- 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
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- Figure 85: Types of devices used for internet access, by race/Hispanic origin, March 2013
- Asians spent the most on online shopping
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- 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
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- Figure 88: Frequency of online shopping using any devices, by race/Hispanic origin, March 2013
- Diversity necessitates the need to differentiate online marketing messages
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- 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
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- 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
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- 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
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- Figure 93: Payment method used for online shopping, by race/Hispanic origin, March 2013
Key Driver Analysis
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- Methodology
- Convenience strong determinant among Amazon shoppers
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- Figure 94: Key drivers of recent online or mobile purchase from Amazon, June 2012
Custom Consumer Groups – Online Retailer Purchased From
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- Introduction
- Mobile devices play a role in determining frequency of online shopping
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- Figure 95: Types of devices used for internet access, by online retailer purchased from, March 2013
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- Figure 96: Frequency of online shopping using any devices, by online retailer purchased from, March 2013
- Regardless of brand, convenience is the biggest contender
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- 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
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- Figure 98: Impact of familiarity with online retailers on purchasing, by online retailer purchased from, March 2013
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- 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
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- Figure 100: Reasons for not shopping online, by online retailer purchased from, March 2013
Appendix – Other Useful Consumer Tables
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- Devices used for internet access
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- Figure 101: Types of devices used for internet access, by household income, March 2013
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- Figure 102: Types of devices used for internet access, by marital/relationship status, March 2013
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- Figure 103: Types of devices used for internet access, by region, March 2013
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- Figure 104: Types of devices used for internet access, by Hispanic origin and household income, March 2013
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- 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
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- Figure 106: Frequency of online shopping using any devices, by age, March 2013
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- Figure 107: Frequency of online shopping using any devices, by household income, March 2013
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- Figure 108: Frequency of online shopping using any devices, by marital/relationship status, March 2013
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- Figure 109: Frequency of online shopping using any devices, by presence of children in household, March 2013
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- Figure 110: Frequency of online shopping using any devices, by region, March 2013
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- Figure 111: Frequency of online shopping using any devices, by generation, March 2013
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- Figure 112: Frequency of online shopping using any devices, by Hispanic origin and household income, March 2013
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- Figure 113: Frequency of online shopping using any devices, by gender and household income, March 2013
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- Figure 114: Frequency of online shopping using any devices, by Hispanic origin and age, March 2013
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- Figure 115: Frequency of online shopping using any devices, by parents with children and age, March 2013
- Frequency of online shopping – using a smartphone
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- Figure 116: Frequency of online shopping via smartphone, by race/Hispanic origin, March 2013
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- Figure 117: Frequency of online shopping via smartphone, by marital/relationship status, March 2013
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- Figure 118: Frequency of online shopping via smartphone, by presence of children in household, March 2013
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- Figure 119: Frequency of online shopping via smartphone, by generation, March 2013
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- Figure 120: Frequency of online shopping via smartphone, by parents with children and age, March 2013
- Frequency of online shopping – using a tablet
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- Figure 121: Frequency of online shopping via tablet, by race/Hispanic origin, March 2013
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- Figure 122: Frequency of online shopping via tablet, by generation, March 2013
- Frequency of online shopping – using a laptops or desktop
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- Figure 123: Frequency of online shopping via laptop/desktop, by marital/relationship status, March 2013
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- Figure 124: Frequency of online shopping via laptop/desktop, by presence of children in household, March 2013
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- Figure 125: Frequency of online shopping via laptop/desktop, by region, March 2013
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- Figure 126: Frequency of online shopping via laptop/desktop, by generation, March 2013
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- Figure 127: Frequency of online shopping via laptop/desktop, by race/Hispanic origin, March 2013
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- Figure 128: Frequency of online shopping via laptop/desktop, by Hispanic origin and household income, March 2013
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- Figure 129: Frequency of online shopping via laptop/desktop, by gender and household income, March 2013
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- Figure 130: Frequency of online shopping via laptop/desktop, by Hispanic origin and age, March 2013
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- Figure 131: Frequency of online shopping via laptop/desktop, by parents with children and age, March 2013
- Categories not purchased online
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- Figure 132: Types of items that would not be bought online, by gender and age, March 2013
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- Figure 133: Types of items that would not be bought online, by generation, March 2013
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- Figure 134: Types of items that would not be bought online, by Hispanic origin and age, March 2013
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- Figure 135: Types of items that would not be bought online, by parents with children and age, March 2013
- Change in online purchases
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- Figure 136: Change in number of items purchased online in the past year, by marital/relationship status, March 2013
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- Figure 137: Change in number of items purchased online in the past year, by region, March 2013
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- Figure 138: Change in number of items purchased online in the past year, by generation, March 2013
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- Figure 139: Change in number of items purchased online in the past year, by Hispanic origin and age, March 2013
- Attitudes toward online shopping
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- Figure 140: Attitudes toward online shopping, by age, March 2013
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- Figure 141: Attitudes toward online shopping, by household income, March 2013
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- Figure 142: Attitudes toward online shopping, by marital/relationship status, March 2013
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- Figure 143: Attitudes toward online shopping, by region, March 2013
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- Figure 144: Attitudes toward online shopping, by generation, March 2013
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- Figure 145: Attitudes toward online shopping, by Hispanic origin and household income, March 2013
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- Figure 146: Attitudes toward online shopping, by gender and household income, March 2013
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- Figure 147: Attitudes toward online shopping, by Hispanic origin and age, March 2013
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- Figure 148: Attitudes toward online shopping, by parents with children and age, March 2013
- Behaviors toward online price comparison
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- Figure 149: Change in price comparison in the past year, by age, March 2013
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- Figure 150: Change in price comparison in past year, by household income, March 2013
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- Figure 151: Change in price comparison in past year, by marital/relationship status, March 2013
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- Figure 152: Change in price comparison in past year, by region, March 2013
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- Figure 153: Change in price comparison in past year, by generation, March 2013
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- Figure 154: Change in price comparison in past year, by Hispanic origin and household income, March 2013
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- Figure 155: Change in price comparison in past year, by gender and household income, March 2013
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- Figure 156: Change in price comparison in past year, by Hispanic origin and age, March 2013
- Payment methods for online shopping
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- Figure 157: Payment methods used for online shopping, by age, March 2013
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- Figure 158: Payment method used for online shopping, by marital/relationship status, March 2013
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- Figure 159: Payment method used for online shopping, by region, March 2013
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- Figure 160: Payment method used for online shopping, by generation, March 2013
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- Figure 161: Payment method used for online shopping, by Hispanic origin and household income, March 2013
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- Figure 162: Payment method used for online shopping, by gender and household income, March 2013
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- Figure 163: Payment method used for online shopping, by Hispanic origin and age, March 2013
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- Figure 164: Payment method used for online shopping, by parents with children and age, March 2013
Appendix – Key Driver Analysis
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- Interpretation of results
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- Figure 165: Recent online or mobile purchase from Amazon – key driver output, June 2013
Appendix – Social Media
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- Usage and awareness
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- 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
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- Figure 169: Zappos.com usage or awareness, by demographics, March 2013
- Figure 170: Gilt.com usage or awareness, by demographics, March 2013
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- 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
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- Figure 173: Activities done, March 2013
- Figure 174: Amazon.com – Activities done, by demographics, March 2013
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- Figure 175: Amazon.com – Activities done, by demographics, March 2013
- Figure 176: Zappos.com – Activities done, by demographics, March 2013
- Online conversations
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- 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
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- 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
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- 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
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- 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
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