New Study: Online Purchasing Stigmas Are Waning

New Study: Online Purchasing Stigmas Are Waning

Press Release

Jennifer Flanagan

May 20 2024

More Americans than ever willing to purchase homes, vehicles, and major appliances online

PLUS: 66% of Americans willing to make ALL consumer purchases online, according to Adtaxi survey

DENVER, CO (May 20, 2023) — Adtaxi, one of the nation’s fastest-growing digital marketing agencies, today announced the results of its 2024 Ecommerce Survey. The survey found that there has been a noticeable shift in consumer online shopping behavior, expanding across more categories than ever before. Adtaxi found that only 19% of consumers express unwillingness to buy groceries online—this is compared to 42% in 2017, indicating a growing comfort with and reliance on online shopping. This trend extends to big-ticket items as well, such as a home, new and used vehicles, and major appliances.

“This year’s survey proves that online shopping is the first choice for the majority of Americans and the only choice for a growing number confirming now more than ever that ecommerce should be a focus for digital marketers,” said Chris Loretto, EVP of Adtaxi. “Every business has an opportunity to expand its reach in the growing world of ecommerce. By utilizing existing platforms and channels to the fullest like video, display, PPC, and email marketing, you can retain current and prospective customers, allowing you to reach them when they have walked away from a cart or have not made a purchase somewhere along their journey.”

The survey’s key findings include:

Say Goodbye to Stigmas: Americans are more open than ever before to purchasing expensive items such as homes (56% versus 49% in 2023), vehicles (58% versus 53%), and major appliances (78% versus 73%) online.

Online Shopping Starts to Plateau but Reliance Continues to Climb: As seen in previous years, 9-in-10 American adults (93%) engage in online shopping. In addition, 26% shop online daily (up from 24% in 2023), and 43% shop weekly (up from 40% in 2023).

Two’s Company: While most U.S. adults (76%) use a mobile phone when shopping online, on average, shoppers utilize at least two different device types. After smartphones, laptops were cited by nearly half (47%) of respondents. Tablets and desktop computers are used by roughly one-third of respondents.

Door-to-Door Service: Free delivery remains the top-ranked factor in purchasing decisions. Following free delivery (27%), the top reasons customers cited were product reviews (21%) and the ability to search for a variety of products (15%).

Apparel Reigns Supreme: Apparel and fashion items continue to be the most popular products purchased online at 56%. Following that are beauty or personal care products (50%), grocery or food items (48%), home goods (48%) mattresses (11%), and CBD (7%).

“Adtaxi’s 2024 Ecommerce Survey confirms what many retailers are already seeing: today’s consumers are more likely to use online shopping and cross-shopping to improve their overall shopping experience, regardless of their gender, age, or income level,” said Adtaxi Director of Research Murry Woronoff. “Although the number of U.S. adults going online to shop is approaching a plateau, the frequency with which they shop is still increasing and will drive retail sales in the future.”

View the report here:

This survey was conducted online using Survey Monkey among a national sample of 1,096 adults spanning across U.S. geographic regions, income levels, gender, and age. The survey was conducted on April 25th, 2024.

About Adtaxi
Founded in 2010 within MediaNews Group, Adtaxi made its mark in programmatic advertising before expanding into search, social, and connected TV. Over time, Adtaxi has refined and perfected its holistic performance-based strategy, which became the foundation of Quantum, originally launched in 2015. Leveraging the power of people plus technology, Adtaxi’s innovative full-funnel methodology leverages a variety of tools and processes throughout the client lifecycle to drive omnichannel optimizations across channels to maximize performance and deliver superior value for advertisers. Adtaxi functions as a true partner with its clients, acting as a single point of contact and support through multi-platform campaign cycles. Find Adtaxi on Twitter, LinkedIn, and Facebook.

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