Just wanted to pass along some interesting facts from a recent ComScore webinar on the state of the US online retail economy in Q1 2012. They are super handy and add great insight into the trends forming this year.
ONLINE
- Top 20% of households account for 74% of retail spending
- 1 in every $10 spent by consumers in the US is spent online
- E-commerce is up 42% vs. 10% increase in traditional retail since Q1 2008
- Online access to coupon sites has become important in spurring their growth (group on being a prime example)
- Cookies are deleted by 30% of the internet population 3-7 times a month which can be problematic for digital plan delivery and accurate counting of impressions
MOBILE/TABLETS
- Mobile/Tablet is approaching 10% of e-commerce sales and continues to climb
- Tablet ownership has reached 40 mil in a year, where it took 9 years for smartphones to reach 40 million
- 1 in 5 tablet owners have purchased clothing and accessories from a retailer via their tablet (followed by books and deal sites at 11% each)
- 41% of owners researched prices and product features from their tablets
SHOWROOMING
- Showrooming--> visiting a brick and mortar store to see the product but instead purchasing the product ONLINE.
- 1 in 3 consumers have engaged in showrooming (50% of 25-34; 43% millennials; 48% of tablet owners; 43% smartphone owners)
- 6 in 10 say they intended to purchase in store but changed their mind; 32% (1 in 10) always intended to buy online
- Why? 72% say because the price is better online, 45% wanted to see them in person, 18% would rather have them shipped to their home (twice as likely to do this in urban areas)
PINTEREST
- Pinterest --> still adding 1 to 2 million people a month; engagement is really high
- RETAILERS NEEDS TO BE ON PINTEREST, it should be priority #1 for social media strategy and is probably more important than some other social media channels
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