8/2/2019 Online and Mobile Shopping Info Graphic Overview

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© 2011 Mintel Group Ltd. All rights reserved. Condential to Mintel.

Online and Mobile Shopping

Billy Hulkower

Senior Analyst, Technology and Media

www.oxygen.mintel.com

Throughout the recession and recovery, e-commerce

sales have grown at a signicantly faster pace than

ofine retail sales. The growth has been fueled, in part,

by technological advancements and partly by the fact that consumers are becoming more comfortable shopping

online from a computer or mobile device.

 What we

 Leadin

retaile

ofine counterp

marketing behe

 P&G, often crea

are designed to

lifestyle relevan

companies often

combination of

TV spend, with on their web sit

Overstock and N

to communicate

and value, as w

new categories.

Customer Relat

 Management (C

the heart of wha

the leading onli

so successful. Th

are supplement

media to comm

with customers

bargains to driv

growth.

One-day or limi

sales drive buzz

 Amazon’s gold b

only offers.

 Dell offers subst

incentives for w

reviews. Amazo

 Staples all lead

of facebook and

 promote their b

respond to custo

and inquiries bo

 facebook and tw

July 2011 - U.S.

Consumers are most reluctant

to buy fresh food from online

retailers as 93% say they

would only buy produce at a

store, and 90% would only buy

fresh meat through a store.

Consumers aged 55+ are

generally less likely than

younger adults to report a

willingness to purchase within

a variety of categories when

shopping online, indicating

that big players like Amazon

in particular often want to

direct their communication at

younger segments such 18-24s

that have a high proportion of 

consumers willing to purchase

anything or nearly anything

online.

Retail e-commerce sales are

growing at a much faster

pace than overall retail sales

in the U.S. For instance,

while total retail sales in the

U.S. increased 6.9% in 2010,

e-commerce retail sales grewby 13.1% during the same

year. E-commerce therefore

must be a critical component

of any retailer’s annual

revenue growth plans.

The ability to “nd exactly what

I want” (61%), “save money

from price comparison” (61%),

avoid the “simple hassle of 

going to a store” (50%) and

Nearly half of consumers

surveyed (46%) stated that

they search online for coupons

that can be redeemed at stores

where they shop. This nding

indicates that both brick and

Consumer: Online vs. Ofine Shopping

Market Sizeand Forecast

Consumer: Major Reasons forShopping Online

Consumer: Couponing Interest

PRODUCTS PURCHASED ONLY AT A STORE, BY AGE, MAY 2011

TOTAL U.S. RETAIL AND E-COMMERCE SALES, AT CURRENT PRICES, 2006-16

MAJOR REASONS FOR SHOPPING ONLINE, BY GENDER,

MAY 2011

DEAL-SEEKING BEHAVIORS AMONG ONLINE SHOPPERS, BY 

HOUSEHOLD INCOME, MAY 2011

BASE: 1,690 INTERNET USERS AGED 18+ WHO PURCHASED A PRODUCT ONLINE AND HAD IT SHIPPED TO SELF OR SOMEONE ELSE

SOURCE: MINTEL SOURCE:MINTEL

SOURCE: MINTEL/CENSUS BUREAU’S ANNUAL RETAIL TRADE SURVEY

BASE:1,690 INTERNET USERS AGED 18+ WHO PURCHASED A PRODUCTONLINE AND HAD IT SHIPPED TO S ELF OR SOMEONE ELSE

SOURCE: MINTELBASE: 2,000 ADULTS 18+ WITH INTERNET ACCESS

the ability to save money with

online coupons and coupon

codes (42%) are the most

frequently cited major reasons

for shopping online.

mortar and online retailers

can benet from distributing

coupons online through social

media sites, as well as coupon

sites, such as retailmenot.com.

4,500

4,000

3,500

3,000

2,500

2,000

1,500

1,000

500

0

    2    0    0    9

    2    0    0    9

    2    0    1    3    (    f   o   r   e .    )

    2    0    1    3    (    f   o   r   e .    )

    2    0    0    7

    2    0    0    7

    2    0    1    1    (   e   s    t .    )

    2    0    1    1    (   e   s    t .    )

    2    0    1    5    (    f   o   r   e .    )

    2    0    1    5    (    f   o   r   e .    )

    2    0    0    6

    2    0    1    0

    2    0    1    0

    2    0    1    4    (    f   o   r   e .    )

    2    0    1    4    (    f   o   r   e .    )

    2    0    0    8

    2    0    0    8

    2    0    1    2    (    f   o   r   e .    )

    2    0    1    2    (    f   o   r   e .    )

    2    0    1    6    (    f   o   r   e .    )

    2    0    1    6    (    f   o   r   e .    )

Total retail sales

Total E-commerce sales

$ billions % change

    3 .    2

  -    1 .    3

    6 .    9

    5 .    0

  -    8 .    0

    2    0 .    2

    3 .    0

    1    5 .    2

    1    3 .    1

    1    3 .    4

    1    3 .    0

    1    2 .    9

    1    2 .    5

    1    1 .    3

    2 .    1

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

ProduceFreshmeats

Hard- ware and

tools

House-hold elec-

tronics

Personalcare

house-holditems

House-hold care

items

Packagedfoods

House-hold

computerClothes

Toys andgames

Prescrip-tions

Over-the-

counterhealthitems

18-24 35-4425-34 45-54 55-64 65+

I can nd exactly  what I want

It saves me fromghting crowds at

the store

It saves me thesimple hassle of going to a store

It saves me thehassle of having tocarry it home from

the store

I can save money from price

comparison

I think it’s fun tosurf around and see

 what’s available

I can save money from nding a

coupon/promotionscode somewhere

online

I nd using websites that storemy information very 

convenient

Male Female

    5    8    %

    3    4    %

    4    5    %

    2    8    %

    6    1    %

    2    9    %

    3    6    %

    2    2    %

    6    3    %

    4    0    %

    5    4    %

    3    0    %

    6    0    %

    3    3    %

    4    7    %

    2    4    %

I search online forcoupons for storesthat I shop at

I receive promotionsor coupons from

stores or products Ilike via my email

I would ratherreceive a gift cardthan a specicproduct or service

I receive couponsfrom a socialcoupon servicesuch as Groupon orLivingSocial

0% 20% 50%10% 40%30% 60%

<$25K $25K-49K $75K-99K$50K-74K $ 10 0K- 14 9K $ 15 0K+