70% Will Do More Holiday 2016 Shopping Online than In-Store
47% Will Use Mobile Devices More This Year than in the Past
Yet Online Shopping via Computers Still Constitutes Majority of Holiday Ecommerce
New York, NY – (November 16, 2016)
Seventy percent (70%) of frequent online shoppers who plan to shop this coming holiday season say they will do more holiday shopping online than in a physical store, with forty-seven percent (47%) planning to use mobile devices more this year for holiday shopping than they have in the past, according to a new survey of frequent online shoppers commissioned by Catchpoint and conducted by Harris Poll.
This poll was conducted online by Harris Poll November 1-3, 2016 among 2,064 U.S. adults, focusing on the 1,361 consumers who are frequent online shoppers (67%), defined as Americans who shop online at least once a month or more often.
Other core results from Part 1 of Catchpoint’s Holiday Survey of frequent online shoppers:
Seventy-two percent (72%) who plan to do the majority of their holiday shopping online will do it on a computer; twenty-eight percent (28%) will do it on a mobile device (smartphone or tablet)
Thirty-two percent (32%) say they will do the majority of holiday shopping in a physical store
More than half (54%) say they have shopped on mobile devices this year more than in the past
Four percent (4%) of Americans overall say they never shop online, while four percent (4%) say they shop online daily. While all age groups shop online, the survey showed a marked difference for millennial frequent online shoppers (ages 18-34):
Twenty-two percent (22%) plan to use a mobile device for the majority of their 2016 holiday shopping.
Sixty-three percent (63%) use a mobile device more often than a computer (desktop or laptop) to make
Forty-six percent (46%) prefer to shop with retailers that offer a mobile app to ones that only have a web site.
Part 2 of Catchpoint’s Holiday Survey, focusing on the digital experience of frequent online shoppers (webpage load time, site availability, shopping cart transactions, etc.) will be released November 22, before the Black Friday-Cyber Monday peak shopping period.
“With the maturing of ecommerce, and with many physical stores closing nationwide, the online experience has become the critical customer service parameter for retailers,” said Mehdi Daoudi, CEO and co-founder of Catchpoint. “Retailers are being pressured to deliver features, speed, availability and reliability. Missed expectations can have far reaching consequences to their business results.”
Methodology: This survey was conducted online within the United States by Harris Poll on behalf of Catchpoint Systems from November 1-3, 2016 among 2,064 U.S. adults ages 18 and older, among whom 1,361 shop online at least once a month or more often. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Catchpoint’s U.S. press contacts.