Adtaxi, a digital marketing agency, has released the results of its 2023 E-Commerce Survey that include the determination that 228.9 million adults in the United States will shop online this year, with daily shopping increasing by 380% over the past six years.
Other survey findings from the April survey include:
- 93% of adults who go online engage in e-commerce during a typical month compared to seven-in-10 back in 2017.
- When shopping online, 78% of U.S. adults use a mobile phone more than any other device type.
- Adults engaging e-commerce operators use an average of two different device types to shop online.
- 46% of adults shop online using a laptop, three-in-10 use a tablet and only one-in-five use a desktop.
- Convenience remains the most cited reason why U.S. consumers shop online, given by 79% of consumers.
- The top three underlying actions consumers engage in while shopping online are looking at price comparisons, at 52%, checking out consumer reviews, at 51%, and finding coupons, at 46%.
- Apparel or fashion came up as the most popular category purchased online at 67%, followed by beauty or personal care products, at 53%, health or wellness products, at 51%, and groceries or food items, at 44%.
As for strategies to spur more sales, Adtaxi noted that 88% of consumers claim that some prompt or reminder from a business will persuade them to return to their carts. Respondents said the primary drivers behind revisiting their carts were offers to reduce the price or provide free shipping.
”The survey confirms that online shopping is viewed as essential for a majority of Americans; however, digital marketers should be aware that financial concerns are also at the forefront of consumers’ minds,” said Chris Loretto, Adtaxi executive vp, in introducing the survey results. “As inflation continues, it is important for digital marketers to continue capturing the attention of digital audiences to stay top of mind when the economy inevitably rebounds. In the meantime, simple offers for free shipping or online coupons can drive consumers to action.”
