Many shoppers are buying more online than in stores
Here’s a first for you: New research shows that people who bought products and services from websites at least twice over a three-month period, made more than half of their overall purchases online – 51 percent to be exact – if you don’t count groceries.
The study conducted by comScore for UPS has tracked a gradual rise in the percentage of purchases being made online in recent years. Last year, 48 percent of overall purchases were made online, up from 47 percent in 2014.
Of those who said they purchased more online than in stores, 40 percent made between four and six purchases. The same percentage had seven or more transactions.
As might be expected, younger consumers are driving the shift to online purchases. Fifty-four percent made more purchases online than in stores compared to 49 percent made by everyone else.
Citing Commerce Department figures, a Wall Street Journal article points out that online still represent less than eight percent of total retail sales. More than half of shoppers, according to Forrester, will make at least one purchase online this year.
A USA Today article points out that while consumers are quickly shifting to mobile devices to shop online, the largest percentage still happens via computers. Thirty-two percent will use a desktop or laptop computer while 25 percent plan to use a smartphone and 24 percent a tablet. The remaining 11 percent prefer to simply go to a store to buy what they want.
- Survey Shows Rapid Growth in Online Shopping – The Wall Street Journal (sub. required)
- Millennials drive spike in online shopping – USA Today
- Survey: For first time shoppers make more purchases on web than in stores – Atlanta Business Chronicle
DISCUSSION QUESTIONS: Do you expect to see the percentage of overall purchases being made online to climb more quickly as the percentage of consumers going online to shop is rising? What are the biggest factors influencing whether people purchase products online vs. in-store today?