Audience Spotlight: Shopaholics

The Verto Audience Spotlight provides a cross-device, consumer-centric view on a selected audience segment, with a deep dive into user demographics and rich behavioral metrics on an unduplicated audience segment, including media assets across all the key digital devices, and across app and web properties. This month, we take a closer look at Shopaholics, the top 20% of all adults who accessed an online shopping property during May 2018, based on the amount of time they spend per month online with shopping brands and shopping content. With the next Amazon Prime Day on the horizon, and reports that the e-commerce giant is set to grab a whopping 80% of the online shopping market this year, which other brands do Shopaholics prefer, and when do they shop online? Read our report highlights below, or download the full 12-page report here.

Shopping in the Day in the Life of a Shopaholic

When it comes to online shopping-specific activity, a Shopaholic’s activity is defined by how much time is spent on specific shopping brands over the course of the day. As seen in the chart below, most Shopaholics spend the most time shopping using a PC. And while it’s no surprise that Amazon plays a prominent role in online shopping activity regardless of device, a further breakdown of Shopaholics activity based on shopping brand and screen reveals:

  • On smartphones, Amazon, eBay, Poshmark, and shopkick are the most popular shopping brands, with peak activity at 13:00, 16:00 and 19:00.
  • On PCs, Ebates, eBay, Amazon, and Walmart are the most popular shopping brands with peak activity at 10:00, 12:00, 14:00, and 20:00.
  • On tablets, Wish, Amazon, and eBay are the most popular shopping brands, with peak activity at 12:00, 15:00, 17:00, and 21:00.

Top-Ranking Online Brands Among Shopaholics

Looking beyond the realm of online shopping, which other digital brands, apps, and websites do Shopaholics use most often? Our list of top-ranking digital brands among Shopaholics shows the ten brands with highest reach among Shopaholics. Many of the top-ranking brands among Shopaholics are also some of the biggest digital brands on a global scale. However, we see the emergence of other brands that are especially popular among Shopaholics, such as PayPal and Wikipedia.

Interested in more insights about the digital behaviors and demographics of Shopaholics? Download the full report here.