|
Published by: Mintel International Group Ltd.
Published: May. 1, 2009 - 86 Pages
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- Explosive growth in online retail curbed by recession
- Fastest-growing categories not tech-related
- Amazon leads online retail by large gap
- Web-only retailers benefit from increasing consumer comfort
- Growth in online shopping driven by multiple key value propositions
- E-retailers focus on internet-based advertising strategies
- Shipping fees and privacy primary barriers to adoption
- Early adopters on board for mobile shopping
- E-commerce continues to evolve through innovation
- MARKET SIZE AND FORECAST
- Recession brings explosive growth to a halt
- Figure 1: Total U.S. ecommerce retail sales, 2003-13
- Figure 2: Total U.S. ecommerce retail sales, at inflation-adjusted prices, 2003-13
- Substantial growth still ahead
- Figure 3: The internet shopping experience, 2002-08
- COMPETITIVE CONTEXT
- Online share growing but may see a plateau
- Figure 4: E-commerce sales as a percentage of total retail, 2000-08
- Internet purchases come from respondents who already order by mail or phone
- Figure 5: Incidence of internetand mail/phone purchase in past 12 months and amount spent, May 2003 -June
- 2008
- Online second-hand market grows in recession
- eBay
- Craigslist
- Amazon.com
- SEGMENT ANALYSIS
- Fastest-growing categories are not tech-related
- Figure 6: U.S. retail sales at electronic shopping and mail order houses, by type of merchandise, 2004 and
- 2006
- Purchases of apparel draw most new buyers since 2006
- Figure 7: Categories of internet purchase, January 2002-December 2008
- LEADING RETAILERS
- Amazon maintains significant lead
- Recent initiatives
- Office supply chains see increasing share of sales from online
- Recent initiatives
- Manufacturer direct computer vendors draw visitors but convert fewer
- Recent initiatives
- Figure 8: Sales and related statistics of top 10 internet retailers, 2008
- BRAND QUALITIES
- Brand promise of satisfaction can overcome physical presence
- Figure 9: Online sales of top 500 sites, by category, 2008
- Category leaders share key internet value propositions
- Figure 10: Leading retailers by merchandise category, 2008
- Netflix: Price, selection, and convenience beat immediacy
- Drugstore.com
- Blue Nile Jewelry
- PayPal an established brand in all of online retail
- Competition
- INNOVATION AND INNOVATORS
- Widgets make online marketing entertaining and useful
- TrialPay increases visitor conversion with transactional advertising
- Ikan offers time saving and convenience for higher-income shoppers
- Free content on YouTube linked to retail
- ADVERTISING AND PROMOTION
- TELEVISION ADVERTISING
- TiVo offers in-program advertising options
- eBay
- Figure 11: eBay - Awards Show Win, January 2008
- 1800Flowers.com
- Figure 12: 1-800-Flowers - Jimmy Kimmel Live, February 2009
- Amazon.com
- Figure 13: Amazon - Indie Spotlight, October 2008
- Figure 14: Amazon - Girl in Africa, November 2008
- INTERNET ADVERTISING
- Search engine ads focus on more likely targets
- Search engine optimization (SEO)
- Targeting evolves
- Smart shoppers drawn by online coupons
- New distribution for coupons
- Females, whites, and 18-24-year-olds more push-resistant
- Figure 15: Clicking on internet ads, by gender, age, and race/Hispanic origin, February 2009
- New ShopAds banners allow direct purchase
- MARKET DRIVERS
- Recession causes pullback in consumer spending
- Internet offers several value propositions to shoppers
- Figure 16: Motivations behind online shopping, February 2009
- Web facilitates price comparison
- Shop in-store + compare online
- Figure 17: Price comparison online after store visit, by age and HH income, February 2009
- Wider range of products available
- Gifting made easier by wish lists and registries
- High gas prices keep consumers at home
- Figure 18: Impact of gas prices on online shopping, by gender and household income, February 2009
- Online shopping is part of a green lifestyle
- Figure 19: Online shopping and the environment, by gender and household income, February 2009
- High-speed internet penetration facilitates download purchases
- Figure 20: U.S. household penetration of PCs and broadband internet, 2003-07
- Free shipping promotions overcome consumer hesitancy
- USAGE
- Online consumer base continues to grow
- Figure 21: Incidence of internet purchase and amount spent, January 2002-June 2008
- Penetration of online retail skews by gender, age, and household income
- Men lag behind women
- Online shopping just as probable among Boomers
- Higher household income respondents more likely to shop online
- Figure 22: Incidence of internet purchase, by various demographic factors, January 2006-December 2008
- Online purchases are made on a weekly basis
- Figure 23: Relationship between online, on phone and in-store shopping, research and delivery, February 2009
- MOTIVATIONS
- Shoppers head to internet to save time and money, buy hard-to-find products
- Figure 24: Motivations behind online shopping, February 2009
- Women value the internet for selection and availability
- Figure 25: Motivations behind online shopping, by gender, February 2009
- Over-$100Ks looking to save time and get exactly what they want
- Figure 26: Motivations behind online shopping, by household income, February 2009
- REASONS NOT TO SHOP ONLINE
- Key barriers can be overcome through consumer education
- Figure 27: Reasons not to shop online, February 2009
- Older respondents still more resistant to cyberspace purchases
- Figure 28: Reasons not to shop online, by age, February 2009
- Under-$75Ks more opposed to shipping fees
- Figure 29: Reasons not to shop online, by household income, February 2009
- LIMITATIONS ON ONLINE SHOPPING
- Majority of online shoppers feel safe enough to try the unfamiliar
- Figure 30: Limitations of online shopping, February 2009
- Younger respondents 18-24 more suspicious of the unfamiliar
- Figure 31: Limitations of online shopping, by age, February 2009
- Fear of unfamiliar lower in the more experienced $100k+ group
- Figure 32: Limitations of online shopping, by household income, February 2009
- USAGE OF SPECIFIC ONLINE RETAILERS
- Amazon receives monthly business from a third of online shoppers
- Figure 33: Usage of specific online retailers, February 2009
- Younger respondents more likely to purchase at leading retailers
- Figure 34: Usage of specific online retailers, by age, February 2009
- ATTITUDES TOWARDS ONLINE SHOPPING
- Internet becomes important source of product reviews and coupons
- Figure 35: Attitudes towards online product feedback, promotions and gift shopping, February 2009
- Female respondents more likely to trade opinions and look for sales
- Figure 36: Attitudes towards online product feedback, promotions and gift shopping, by gender, February 2009
- Under-45s more likely to use the web to find exactly what they want
- Figure 37: Attitudes towards online product feedback, promotions and gift shopping, by age, February 2009
- Higher-earning respondents more active users of online reviews
- Figure 38: Attitudes towards online product feedback, promotions and gift shopping, by household income,
- February 2009
- SHOPPING WITH CELL PHONES
- Shopping via phone: Who’s buying now?
- One in four shopping via phone or wanting to
- Figure 39: Attitudes towards shopping with cell phones, by gender, February 2009
- Under-35s best target for cell phone commerce
- Figure 40: Attitudes towards shopping with cell phones, by age, February 2009
- Higher-earning respondents more receptive to cell phone purchases
- Figure 41: Attitudes towards shopping with cell phones, by household income, February 2009
- RACE AND HISPANIC ORIGIN
- Racial/ethnic bias in online purchasing reflects income disparity
- Figure 42: Incidence of internet purchase and amount spent, by race/Hispanic origin, April 2007-June 2008
- Minority respondents share attitudes of younger consumers
- Figure 43: Limitations of online shopping, by race/Hispanic origin, February 2009
- Hispanics more likely to stick with well-known branded retailers
- Figure 44: Usage of specific online retailers, by race/Hispanic origin, February 2009
- Online Hispanics want to find deals, not be told about them
- Figure 45: Attitudes towards online shopping, by race/Hispanic origin, February 2009
- Online English-language Hispanics more likely to shop with their cell phone
- Figure 46: Attitudes towards shopping with cell phones, by race/Hispanic origin, February 2009
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Motivations
- Figure 47: Motivations behind online shopping, by age, February 2009
- Reasons not to buy online
- Figure 48: Reasons not to shop online, by gender, February 2009
- Limitations
- Figure 49: Limitations of online shopping, by gender, February 2009
- Popularity of online retailers
- Figure 50: Usage of specific online retailers, by household income, February 2009
- APPENDIX: INCIDENCE OF LEAVING FEEDBACK RISING
- Five-point difference from November 2008
- Online feedback surveyed in November 2008
- Figure 51: Leaving online feedback, by gender, November 2008
- Figure 52: Leaving online feedback, by age, November 2008
- Figure 53: Leaving online feedback, by household income, November 2008
- Figure 54: Leaving online feedback, by race/Hispanic origin, November 2008
- APPENDIX: TRADE ASSOCIATIONS
AbstractAddressing visual challenges
Total sales generated by e-commerce have grown explosively over the last five years. Though economic growth has been flattened by the recession, online retail still shows more signs of life during recession than consumer retail as a whole. In this report, Mintel examines the value propositions that compel consumers to increasingly adopt online purchasing:
- What makes category leaders successful
- Which online retail segments are growing the fastest
- How do web-only retailers compare with branded chain retailers online
- How advertising of retailing sites has evolved
Get Full Details About This Report >>
|
|
US: 800.298.5699
Int'l: +1.240.747.3093
|
|
|
