The majority of e-commerce shoppers purchase goods online
via laptop/desktop computers. Though they tend to stick to ‘familiar’ online retailers,
the frequency in online shopping is significantly less than those who shop via
smartphones or tablets. These shoppers, however, tend to be savvy, to be more
incline to compare prices online, and to shop at ‘unfamiliar’ retailers.
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Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The market
E-commerce retail sector developing
into an important element in consumer shopping
Figure 1: Fan chart forecast of U.S.
total online and mobile shopping sales, 2007-17
Annual growth in e-commerce\'s
modest share of total retail
Figure 2: Online and mobile shopping
share of total retail sales, 2008-12
Market drivers
Internet access through mobile
devices likely drives frequent online purchases
M-commerce eating into traditional
e-commerce, resulting in increased overall e-commerce
Figure 3: Total retail sales of
m-commerce vs. traditional e-commerce, 2013-16
The consumer
Grocery items and other low-cost
everyday items least likely to be bought online
Figure 4: Types of items that would
not be bought online, by types of devices used for internet access, March 2013
Use of mobile handheld devices for
online shopping is increasing
Average online spending shows solid
growth in 2008-12, but cools for 2012
Asians top number of purchases,
average spending on online shopping
Mobile technology use drives online
purchases
Online price comparing behavior
correlates with willingness to shop with unfamiliar retailers
Price sensitivity likely to guide
online and mobile shopping
Desktop/laptop users out index
mobile-device users in refraining from online shopping
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