The number of online shoppers has soared by 380%, and clothing and fashion are still the favorites of Americans

Digital marketing agency Adtaxi conducted a survey of 1,088 American adults of different ages, genders, regions, and income levels.

Surveys show that the number of online shoppers in the United States has soared 380% in the past six years . This year, an estimated 228.9 million American adults will shop online, and the frequency of online shopping has also shown explosive growth.

Among the most popular online shopping items in 2023, clothing and fashion topped the list (67%), followed by beauty or personal care products (53%) ; health or wellness products (51%) ; and groceries or food (44%). Mattresses and CBD ranked last , accounting for only 8% and 10% respectively. But interestingly, almost half of Americans will buy real estate and vehicles (both new and used) online .

Murray Woronoff, research director at Adtaxi, believes that this year's survey data may set a record high because online shopping brings more convenience, opportunities and personalization to consumers. Compared with the survey results in 2017, this year's data proves that consumers prefer to shop online and the frequency of online shopping is increasing.

The report also found that convenience is still the main reason for American consumers to shop online (79%). The top three reasons for consumers to shop online are: comparing product prices (52%), reading consumer reviews (51%) and looking for coupons (46%).

This year, 25% of consumers shop online every day, compared to just 5% in 2017; two-thirds shop online every week, compared to 27% six years ago.

When shopping online, more American adults choose to use their mobile phones ( 78%), and the adults surveyed are almost all accustomed to using two different devices to shop online.

Nearly half ( 46%) of respondents choose to use laptops to shop, 30% use tablets, and only 20% use desktop computers.

Many American consumers only look at products online but do not buy them. However, survey results show that if the product is reduced in price or free shipping, they will return to the shopping cart. Therefore , simple free shipping or online coupons can promote consumer purchase behavior.

Chris Loretto, executive vice president of Adtaxi , said that the survey results show that online shopping has become a daily behavior for most Americans , but digital marketers should also realize that financial issues are also a primary concern for consumers ; as the financial crisis continues, digital marketers must always keep their audiences' attention in order to stay ahead after the economy rebounds .

USA

Online Shopping

Clothing and Fashion