INFLUENCERS OF
SPEND ONLINE - USA
E-commerce Shopper Insights
April 2013
1
A
Service
MALCOLM PINKERTON
Research Director
Contents
1. Introduction
2. Key Findings & recommendations
3. Setting the scene
4. The influencers of spend online
5. Charts & data tables
6. Methodology
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1. Introduction
1. Introduction
E-commerce shopper assessment: The drivers & influencers of spend
We surveyed almost 15,000 shoppers in 10 key e-commerce markets to not only find out
about levels of spend online but to get a clear understanding of what drives people to shop
online; what influences their purchasing decisions; how they could be encouraged to shop
more via the internet; and what is important to them when doing so. This report looks at
online shoppers in the USA.
What would
encourage more
online shopping?
4
What is important
when deciding
where to shop?
What do consumers
expect from a
website?
What influences
consumers choice of
retailer online?
2. Key Findings
2. Key Findings
Key Findings: Major drivers and influencers of spend online
Encouraging online shopping
62%
Better
security &
protection
56%
More mobile
friendly
websites
53%
Easier returns
& refunds
Important features of a website
59%
Easy to use
6
58%
Good product
information
55%
Good quality
images
Important when decision where to shop
68%
Value &
price
57%
Cost of
delivery
32%
Range of
products
Influencing choice of retailer
76%
Free delivery
& returns
58%
58%
Ease of use
& quick
checkout
Discount
codes &
vouchers
3. Setting the Scene
3. Setting the Scene
Entertainment and electricals make up the majority of online spending.
Proportion of online spend by category:
$26.9bn
$24.1bn
$12.1bn
$8.7bn
Home
Health &
Beauty
Digital Media
Office Supplies
Grocery
$8.3bn
$27.7bn
7% 5% 4%
Clothing &
Footwear
13%
$34.5bn
15%
Consumer
Electronics
15%
$39.6bn
19%
Entertainment
22%
47%
of US consumers
shop online
2.3
average number
of online shopping
trips per month
$182bn spent online in 2012
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Source: Planet Retail
4. The Influencers of
Spend Online
4. The Influencers of Spend Online
Multi-channel fulfilment is now having a significant role in influencing the
choice of retailer.
Consumers now want greater convenience and the ability to collect their purchases.
37%
24%
would be encouraged
to use a retailer online if
it offered convenient
collection points or
instore collection
16%
12%
10%
collect an item instore after
purchasing online
use collection points - such as a
local store not belonging to the
retailer where purchase was made
use collection lockers - typically located in malls
or stations - to collect their online purchases
9%
say that ease of collecting purchases is
important when deciding where to shop online
51%
would be encouraged to
shop online if it was more
convenient to get their
purchases using selfcollection services
such as instore
collection
63%
of over-55s would be
encouraged to use a retailer
if they could collect their
online purchases from a
collection point or instore
53%
of 18-34 age group would be
encouraged to use a retailer
if they could collect their
online purchases from a
collection point or instore
 Providing multi-channel fulfilment, such as instore collection, pick-up points,
collection lockers, etc. is now essential in appeasing online shoppers, and influences
their decision of where to shop online.
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6. Methodology
6. Methodology
E-commerce shopper assessment.
We surveyed almost 15,000 shoppers in 10 key e-commerce markets to not only find out
about levels of spend online but to get a clear understanding of what drives people to shop
online; what influences their purchasing decisions; how they could be encouraged to shop
more via the internet; and what is important to them when doing so.
The research was conducted using online panels through our trusted partner, the market
research agency Research Now. The questionnaire asked about the online shopping
behaviour and attitude of consumers across 14 categories, shopping via a computer, mobile
and tablet.
14,689
shoppers surveyed
14
shopping
categories
12
10
key
markets
Computer
Mobile
Tablet
used to
shop online
6. Methodology
E-commerce shopper assessment.
An average of 1,500 shoppers in each of the 10 key markets were surveyed.
1,501
UK
1,457
1,504
USA
France
1,566
1,526
Russia
Germany
1,371
1,378
China
Italy
1,313
India
1,548
Brazil
13
1,525
Japan
Author
MALCOLM PINKERTON
Research Director
malcolm.pinkerton@4c.planetretail.net
Malcolm Pinkerton is a Research Director, based in London, responsible for Planet Retail’s e-commerce coverage. Malcolm has
been analysing and researching the industry since 2004, specialising in e-commerce and multi-channel retailing. He has
worked for the British Retail Consortium, Verdict Research and most recently the retail research agency ABA Market Research.
Malcolm regularly presents Planet Retail’s views to senior industry and professional services audiences as well the media. He
holds a Bachelor of Science in industrial systems & business management from the University of Westminster, London.
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