Online Shopping in the United States – Analysis in Numbers

by Rachel M.

2 years ago
Industry News

While you are reading this, there is a great chance that you just finished some online shopping, or intend to browse around for internet bargains momentarily, according to a 2017 survey. The online shopping market in the world in general and in the US in particular has enjoyed a major boom, and the forecast is that it will double between 2016 and 2020.

Each country around the world has its own shopping behavior, and the survey about the US found some interesting trends regarding people's online behavior and even their favorite online shopping websites.

Shopping Online – a Play by Numbers

So, how are we as online consumers? It turns out that Americans are pretty much in love with online shopping, and the numbers prove it:

1. 40% - the percentage of American internet users that purchase items online more than once a month.

2. 20% - the percentage of American internet users that purchase items online on a weekly basis.

3. 42% - the percentage of American consumers that conduct searches online, review products online and purchase them.

4. 14% - the percentage of American consumers that conduct product searches and reviews online but prefer going to a brick-and-mortar store and purchasing them in-person.

It's safe to say that Americans love shopping online when looking at the figures listed above, and along with the percentage of shoppers, the survey also revealed several facts about online shopping behavior in the US. While several considerations influence the average American online consumer, one of the biggest influencers is the availability of coupons and discounts. The decision whether to buy a certain product is also affected by recommendations from friends and family members, as well as by the brands' commercial presence.

Reviews and product comparisons are also a big deal when it comes to whether or not a consumer would purchase a certain product, and whether the average American online shopper would go online and on social media to read them.

The way consumers purchase items is also changing, and while laptops and desktop computers remain the preferred methods for online shopping, mobile online shopping is becoming more and more popular. Mobile e-commerce reached 20.8 percent of all digital commerce spending in the last quarter of 2016 – which is $22.68 billion. On the mobile front, shopping apps are also gaining more popularity than online stores, with Amazon being at the top of the list.

The Amazon app had a 40% reach with mobile users in the US as of 2017, a number that stems from the company's long-standing reputation of providing quality products, even before online shopping was popular like it is today.