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
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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+