New Study On Online Shopping Research In US 2014

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E-commerce sales are growing rapidly, but are still only at the outset of a journey to become the default means of shopping for the vast majority of purchases, including categories currently seen as unsuitable for online sales.

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Table of Content

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

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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

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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

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