Introducing the E-Commerce Ecosystem: The State of Cross-Device Digital Shopping
Today, we’re pleased to share our latest report, The E-Commerce Ecosystem: The State of Cross-Device Digital Shopping, which showcases Verto Analytics’ latest research on consumer behavior, and especially how it relates to the path to purchase: what consumers are doing as they research, browse, and purchase goods online. We’ll be sharing excerpts of the report over the next few months, or you can download the full report here.
Tapping New Opportunities to Reach Online Shoppers
Online shopping is a near-ubiquitous activity; according to Verto Analytics data, more than 96% of all American adults (ages 18 and above) used an e-commerce platform at least once a month (based on data from December 2017). And while online shopping is largely a cross-device activity – 82% of all adults relied on either a smartphone or a tablet as just one of the devices used to shop online, while nearly 65% also used a PC to shop online – there is evidence of single-device shoppers. 35% of online shoppers exclusively use a mobile device to shop online, while 18% of all online shoppers exclusively use a PC to shop online.
Which Screens Do Shoppers Use and Which Brands Do They Prefer?
Verto’s analysis of overall online shopping by device shows distinct peaks and dips over the course of the day and even across a given week, based on time of day and device used. As seen in the chart below, the total amount of time spent shopping on mobile devices experiences a gradual rise beginning at around 6am, with sustained activity throughout the day; shopping activity does not decrease until around 10pm However, the amount of time consumers spent shopping on PCs shows a different pattern, with a distinct peak in the amount of time spent between 6pm and 9pm, and a much smaller peak between 2am and 4am.
Understanding Your Target Customer
E-commerce is shaping up to be one of the biggest areas of monetization this year; according to a recent analysis from Statista, the value of goods sold online in 2018 is estimated to reach reach $460 billion in the US alone. And while e-commerce has enjoyed significant growth over the past few years, new innovations around digital devices and services have created even more opportunities across the ecosystem; new platforms like voice, new devices like smart speakers, and the continued dissolution of the border between online and offline shopping will also continue to drive growth in this sector.
As a result, consumer goods companies, brands, retailers, and other advertisers need to ensure they have a full picture of consumer behavior, and especially which digital touchpoints influence and drive revenue growth. These insights will enable the creation of messaging that resonates not only with the target consumer at all points along their consumer journey, but also can identify and drive engagement with new audiences and expand opportunities across screens and new platforms.
Interested in learning more about our insights on e-commerce and online shopping behavior? Download the full report here, or register for our February 22 webinar, where we’ll be discussing the report findings.