Online shoppers are increasingly limiting themselves to single-channel shopping, with almost two-thirds either searching and buying online (43%) or searching and buying in-store (21%), per UPS’ latest Pulse of the Online Shopper study [download page]. That also means that they’re increasingly beginning their product searches on Amazon.
Indeed, some 38% of shoppers surveyed reported beginning their product search on a marketplace, with 29% of the respondents starting their search on Amazon.
That 29% is equal to the total proportion who start with a retailer channel (whether website, store or app), and is twice the share who start off with a search engine (15%).
The results bring to mind a study released last year in which shoppers were likewise more apt to start a product search on Amazon than on a search engine or retail site. Meanwhile, back in 2013, a study found that Amazon appeared in almost 1 in 5 digital journeys to an electronics purchase.
Smartphone Shopping Satisfaction Climbing
While shoppers are more likely to research and purchase using desktops or laptops, the survey results indicate a growing comfort with online shopping using smartphones.
This year, almost half (48%) of shoppers surveyed have made an online purchase using a smartphone, up 4 points from last year (44%). Not surprisingly, Millennials lead the way, with two-thirds having made a purchase using their phone.
Research from the Pew Research Center likewise finds the ability to see product pictures is a key factor for smartphone shoppers.
About the Data: The sixth annual UPS Pulse of the Online ShopperTM study was fielded in Q1 2017 and is based on the input from more than 5,189 qualified comScore panelists who made at least two online purchases in a typical three-month period.
