Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & Innovation
How We Shop in 2010
Habits and motivations of US consumers
How We Shop in 2010 Habits and motivations of US consumers
EconsultancyNew York
41 East 11th St., 11th Floor
New York, NY 10003
United States
Telephone:
+1 212 699 3626
http://econsultancy.com
Econsultancy London
2nd Floor, 85 Clerkenwell Road
London EC1R 5AR
United Kingdom
Telephone:
+44 (0) 20 7681 4052
All rights reserved. No part of this publication may be
reproduced or transmitted in any form or by any means,
electronic or mechanical, including photocopy, recording
or any information storage and retrieval system, without
prior permission in writing from the publisher.
Copyright © Econsultancy.com Ltd 2010
Published May 2010
How We Shop in 2010 Habits and motivations of US consumers
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Contents
1. Executive summary and highlights ................................. 1
1.1. About Econsultancy .................................................................... 4
2. Methodology and sample ................................................. 5
3. Communicating and selling to the social consumer ....... 7
3.1. Preferred channels for communication and marketing ............. 7
3.2. Email Programs .......................................................................... 21
3.3. Importance of emailed coupons ............................................... 30
3.4. E-commerce Websites ............................................................... 32
3.5. E-commerce site features impact on likelihood to purchase ... 33
3.5.1. Product ratings....................................................................... 33
3.5.2. Online chat ............................................................................. 36
3.5.3. Consumer-generated reviews ................................................ 39
3.5.4. Free shipping ......................................................................... 42
3.5.5. Payment options .................................................................... 45
3.5.6. Price guarantees ..................................................................... 48
3.6. E-commerce site issues .............................................................. 51
3.7. Social profile sites ....................................................................... 61
3.8. Twitter ........................................................................................ 71
3.9. Consumers accuracy when providing personal information ... 74
4. Factors in product research ........................................... 75
4.1. Email-driven purchasing .......................................................... 76
4.2. Media used for product research .............................................. 78
4.3. Priorities in the product research process ................................ 80
4.4. Impact of consumer reviews on additional purchases ............. 87
5. Motivations, attitudes and lifestyle factors ................... 89
5.1. Mobile sophistication ................................................................ 89
5.2. User-generated comments and reviews ................................... 94
5.3. Impact of corporate responsibility factors ............................... 96
5.4. Economic outlook .................................................................... 106
How We Shop in 2010 Habits and motivations of US consumers Page 1
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
1. Executive summary and highlights The Internet has taken on three major roles in consumer culture: research, direct sales, and customer
service. It might be argued that direct selling will ultimately be the least important of the three.
Online product research contributes to a far larger percentage of total retail than the 8% directly
attributed to e-commerce while the digital interaction and service is changing the fundamental
relationship between producers and consumers. Winners in the equation will be those who use digital
communications to best enable and influence offline purchases.
This report, How We Shop in 2010, is based on the findings of a survey of over 1,400 nationally
representative U.S. consumers. The study focuses on how people prefer to interact with e-commerce
brands, how they conduct product research, and contributing factors to their decisions, all through
the lenses of age and demographic type.
Channels
Although a variety of media are competing for consumer attention, email continues to be the desired
channel for many types of commercial communication. For example, only respondents over 55 years
of age prefer postal mail for the delivery of information about sales and specials. Even in that age
range, opinions are changing.
Frequency is in the eye of the beholder. The perception of, and reaction to, email frequency has a
strong relationship with age. But, that generational sensitivity doesn‟t apply to email in general, but
is focused on specific emailers. “Inbox overload” is the least cited reason for dissatisfaction with email
programs, while inability to provide relevance receives the highest score.
The problem for emailers is their email programs, not spam or displacement of email by social
networking. Consumers report a willingness to opt-in, but they have a reasonable expectation of
being treated well. At the very least that means sending a minimum of emails, protecting privacy, and
emphasizing products that people may find interesting. Beyond that, special pricing for house list
members and „first-look‟ offers help increase opt-in rates at the front end, and loyalty in the long
term.
Social networking and its effect on the nature of brand is the hottest topic in digital marketing, and
deservedly so. It‟s still worthwhile for marketers to remember that social network adoption is far from
maturity, and that people over 38 are significantly less likely to use social networks to pursue product
information, seek recommendations, etc., than younger people. That‟s changing, but will take time.
It's our tendency to see things in an either/or light, and that‟s led to renewed questions about the
long-term viability of email in the face of increased social media adoption. Based on the respondents
to this survey, the role of email in this evolving ecosystem is secure. As Econsultancy‟s Chris Lake
referred to it, email is „social media glue‟ – the mechanism for a variety of different types of
communication related to social activities.
The impact of search on the consumer experience continues to grow. People identify search as their
primary source of information for almost all types of purchase. As localized search improves, the line
between online and offline shopping gets increasingly blurred. For marketers, understanding the
nature of personalized and universal search will be essential. The days of being in the top three
results are over for many terms and brands because top results are unique to niche groups and
individuals.
How We Shop in 2010 Habits and motivations of US consumers Page 2
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Product Research & E-Commerce Sites
The trend in which consumers have come to rely on, create, and disseminate product reviews may be
as important as the ability to buy online itself. For while e-commerce represents approximately 8% of
retail, user-generated comments are a significant factor in a large percentage of the offline purchases
that make up the other 92%.
55% of all respondents report having a high product rating makes them more likely to buy, and the
inverse is also true. Similarly, 56% report the presence of consumer-generated reviews increases their
likelihood of using a particular online store. This preference is more pronounced among younger and
digitally sophisticated users, suggesting their impact will only increase over time.
The degree to which consumers look to reviews and ratings is in direct proportion to their primary
complaint with e-commerce: they don‟t get enough information to make a decision. People buying
online tend to have very specific concerns related to the inability to interact with products in three
dimensions. Does it have an input jack? Does the cord reach? High enough? For that reason, it pays
to include every piece of manufacturer‟s information at a minimum, and if possible multiple
photographic views as well as unique content.
It‟s also apparent that most e-commerce sites aren‟t able to differentiate themselves. Often,
customers find a product on one site, research it elsewhere, then decide where to buy. If any site in
the chain is able to create a memorable advantage, the customer may return once their research is
complete. Amazon creates that advantage with its “One-Click” checkout. Other sites can use brand
exclusives, price guarantees, free shipping offers, loyalty points and premiums to accomplish the
same thing.
The Youth Market
Although the study examines response across the age ranges, it‟s interesting to focus on the
consumers of tomorrow.
Young people (those between 18 and 24 in our sample) are often assumed to choose social or mobile
media over email, but this appears only to be true in regard to messaging. They demonstrate a strong
preference for email as a personal database for company communications, from receipts and shipping
notices to advertising and coupons.
They are also highly likely to use email as a conduit for coupons, for use both online and off. For all
demographics types, emailed coupons are a high priority and one that translates into real
transactions. Sixty-eight percent of those 18-24 reported using emailed coupons online and 58% used
them offline.
Younger people ask more of site search functions. They‟re more likely to say site search boxes do a
poor job of identifying products. These people have grown up with search and expect it to work
instantly and efficiently.
Demographic Groups
In addition to looking at consumers at the different stages of life, this report focuses on several
important demographic types;
Moms – women who have identified themselves as having children under 18 years of age in the
home.
Influencers – people active on at least one social profile site and have in excess of 500 social
connections.
How We Shop in 2010 Habits and motivations of US consumers Page 3
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Digital sophisticates – respondents who fit two or more in a basket of attributes, including having
accessed email on a mobile device, paid to download a television program online, and have surfed the
Internet on a mobile device.
High-income households – respondents reporting annual incomes in excess of $75,000.
Gender – differences in how men and women responded are rare. Significant differences are noted
in the text, but not displayed as separate charts.
Below is a sample of how different groups behave.
Men are more likely to use search engines and expert site reviews during a single round of
research, especially for lower ticket items. Women tend to take part in more discussion, online
and off, at any ticket level.
The purchase process for women tends to involve a greater range of media than men, and to take
longer.
Women tend to be somewhat more loyal to research and purchasing sites than men. Older people
are more loyal than women, and everyone is more loyal than digital sophisticates.
The age range that‟s most reliant on e-commerce is 25 to 38 years old. These people are
comfortable with the Internet, strapped for time, and prize convenience and price. With a greater
likelihood of having small children at home, they are less inclined to go to stores and somewhat
better able to accept deliveries during the workweek.
All age ranges are more likely to trust consumer reviews than formal testimonials posted by a brand.
Trends Worth Watching
Each generation of chipsets moves mobile devices closer to the personal computer. Advanced
behaviors today (accessing the Internet or checking email from a mobile device) will clearly soon be
commonplace, at least for people still in their working years. Nearly two-thirds of people under 24
have checked email on a mobile device (Figure 86).
The Green Movement is an important purchasing factor for a small but significant percentage of
the public. For most the demands of economy and practicality outweigh societal concerns. In general,
young people care more about environmental and political issues. So do people with higher
household incomes. Young people care less about where a product was made and more about how it
was made, by whom, and under what conditions.
Offering alternative payments can be a route to attracting new customers. It‟s a differentiator for
nearly half of all respondents. For high-income households and the digitally sophisticated, it‟s almost
universally viewed as a plus.
How We Shop in 2010 Habits and motivations of US consumers Page 4
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
1.1. About Econsultancy
Econsultancy is a digital publishing and training group that is used by more than 200,000 internet professionals every month.
The company publishes practical and timesaving research to help marketers make better decisions about the digital environment, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.
Econsultancy has offices in New York and London, and hosts more than 100 events every year in the US and UK. Many of the world's most famous brands use Econsultancy to educate and train their staff.
Some of Econsultancy‟s members include: Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic, Barclays, Deloitte, T-Mobile and Estée Lauder.
Join Econsultancy today to learn what‟s happening in digital marketing – and what works.
Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You can also contact us online.
Related Econsultancy reports
E-commerce Platforms Buyer's Guide 2010
http://econsultancy.com/reports/e-commerce-platforms-buyers-guide
E-commerce Statistics
http://econsultancy.com/reports/e-commerce-statistics
Conversion Report http://econsultancy.com/reports/conversion-report
Online Transaction Processing Guide http://econsultancy.com/reports/online-transaction-processing-guide
Checkout Optimization Guide
http://econsultancy.com/reports/checkout-optimization-guide
The Innovation Report
http://econsultancy.com/reports/innovation-report
How We Shop in 2010 Habits and motivations of US consumers Page 5
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
2. Methodology and sample This report is the product of a survey fielded to a consumer panel managed by Survey Sampling
International in April of 2010. After the total audience was cleansed for age and location, 1,430
responses were included in the dataset. All respondents reside in the United States and are over 18
years of age. All respondents are Internet users, with email addresses, and have volunteered to
participate in a consumer panel.
Figure 1: Male/Female Breakdown
Response: 1,430
How We Shop in 2010 Habits and motivations of US consumers Page 6
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Figure 2: Age Breakdown
Response: 1,430
Figure 3: Income Breakdown
Response: 1,430
How We Shop in 2010 Habits and motivations of US consumers Page 7
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3. Communicating and selling to the social
consumer
3.1. Preferred channels for communication and marketing Over the last 15 years, marketers have been beset by a succession of new marketing channels. So have
consumers. Remarkably, they‟ve adapted, learning to take advantage of the unique characteristics of
each new innovation. In these first pages, we see that consumers have strong and specific feelings
about how they‟d like to be communicated with.
At first glance it appears that postal mail and email are tied as the preferred method of delivery for
sales materials, but Figure 5 shows preferences vary significantly by age. Email wins easily among
those respondents under 39 years of age, even though a small but significant part of that same group
(18-38) shows a preference for receiving sales info via their social profile sites.
For those with an older customer base, it should be noted that throughout our research we found
those over 55 to have a marked preference for including some non-digital element of their purchase
process, whether it was a paper catalog, phone consultation or in-store purchase of a product
researched online.
All respondents Figure 4: What is the best way to receive ads for sales and specials?
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 8
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by age
Figure 5: What is the best way to receive ads for sales and specials? (Age breakdown)
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 9
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Broken out by demographic type we see a more marked preference for email delivery; only the subset
of Moms chooses postal mail. Influencers and digital sophisticates look to electronic delivery, usually
by email, but also including social sites. High-income households may not be ready for delivery via
their social sites, but now express a preference for email that research suggests wasn‟t present as
recently as 2008.
Respondents by type
Figure 6: What is the best way to receive ads for sales and specials? (Type
breakdown)
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 10
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Coupons are the last bastion of postal mail. Only digital sophisticates choose email, and that by a slim
margin. With one significant caveat, the preference for postal delivery of coupons crosses most age
and demographic variations. People are more open to non-food coupons via email and other forms of
electronic delivery. In product categories such as electronics, media and services, the preference for
electronic delivery exceeds that for postal mail.
All Respondents
Figure 7: What is the best way to receive coupons?
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 11
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by age
Figure 8: What is the best way to receive coupons? (Age breakdown)
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 12
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by type
Figure 9: What is the best way to receive coupons? (Breakdown)
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 13
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Figures 10 through 12 show email is far and away the preferred mechanism to receive shipping
notices. Even among digital sophisticates and influentials, the interest in social delivery is minimal,
though a small percentage of those groups is interested in phone delivery, likely meaning digital
delivery to the device rather than a phone call.
All Respondents Figure 10: What is the best way to receive shipping notices?
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 14
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by age
Figure 11: What is the best way to receive shipping notices? (breakdown)
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 15
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 12: What is the best way to receive shipping notices? (breakdown)
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 16
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Figure 13 identifies one of the significant failures of consumer-facing businesses in the last 15 years:
the slow movement of customer service to email and other digital delivery mechanisms. All response
groups would prefer to be able to rely on email for customer service, but respondents make it clear
they are frequently disappointed by companies‟ lack of response, quality of response, and response
times.
The preference for email is highest among the 25-38 year-olds, who may be assumed to be highly
active on email, comfortable with the Internet, and also to have more commercial relationships than
the 18-24 year olds. This latter group is the only one with a significant interest (a still modest 8%) in
communicating with brands via social sites.
All Respondents Figure 13: What is the best way to get customer service?
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 17
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 14: What is the best way to get customer service? (breakdown)
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 18
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Response by demographic type generally falls in line with the norm, excepting high-income
households, which vary significantly with 61% preferring email.
For marketers considering the question of whether to deploy customer service by email, or how to
improve what they have, consider the top three consumer complaints;
No response at all. Email that simply goes into the ether. Often, there‟s an element of technology
error here, where emails are sent to email addresses that aren‟t monitored.
Slow response. When companies are able to respond within the hour or the business day,
customers notice. Even a quick acknowledgement that the issue is in the queue is appreciated.
Insufficient information. Companies that rely heavily on automated responses or canned answers
can pay the price of infuriating the customer whose question gets an unspecific answer.
Respondents by Type
Figure 15: What is the best way to get customer service? (Breakdown)
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 19
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 16: How often do you find that there‟s no way to get a specific question
answered when you‟re shopping online?
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 20
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 17: How often do you find that there‟s no way to get a specific question
answered when you‟re shopping online?
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 21
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.2. Email Programs Figures 18 and 19 chart responses to a question exploring the value of opt-in consumer email
programs. Across ages and types, the most popular answer was that roughly half of the email
programs respondents participate in are of value to them.
It‟s interesting that satisfaction with email has an inverse relationship with age, as shown in Figure
18. This may reflect the importance of email for older demographics, which don‟t have the same range
of channels for contact (social, mobile, etc.) that younger ones do.
It‟s also true that younger users are more likely to take active control of marketing channels, using
filters, folders and the unsubscribe link more easily that the rest of the sample.
Figure 18: Percentage differences between age ranges
>50% satisfaction <50% satisfaction Difference
All 28% 36% -8%
18 - 24 46% 23% 23%
25 - 38 31% 32% -1%
39 - 54 25% 39% -14%
55+ 19% 41% -22%
All Respondents
Figure 19: What percentage of companies sends you emails that are valuable to you?
(All respondents)
Response: 1,278
How We Shop in 2010 Habits and motivations of US consumers Page 22
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 20: What percentage of companies sends you emails that are valuable to you?
Response: 1,278
How We Shop in 2010 Habits and motivations of US consumers Page 23
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Good news for emailers is that most sub-types are happier with their email programs than the
average. Digital sophisticates, who map toward a younger demographic, are the happiest. Older, high-
income households are the least so, though still marginally above average.
Figure 21: Percentage differences between demographics
>50% <50% Difference
All 28% 36% -8%
High-income 31% 38% -7%
Moms 39% 27% 12%
Influencers 39% 27% 12%
Digital sophisticates 47% 23% 24%
Respondents by type
Figure 22: What percentage of companies sends you emails that are valuable to you?
(All respondents)
Response: 1,278
How We Shop in 2010 Habits and motivations of US consumers Page 24
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Figure 23 shows the responses of those who indicated they were pleased with more than 50% of their
email programs. Responses haven‟t been broken down by age because there‟s little difference through
that lens.
In a statistical tie are the top two benefits cited: special pricing and interesting content. Simply,
people want utility and the benefits of membership from email.
Figure 23: What makes email programs valuable to you?
Response: 1,089
How We Shop in 2010 Habits and motivations of US consumers Page 25
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
The demographic types generally fall in line, with the exception of Moms, who are more enthusiastic
about receiving topical newsletters and getting early access to product information. In general, we
believe virtually every product and niche has customer-enthusiasts who are motivated by getting the
latest information first, being asked their opinion, etc. This group – which often spans ages and types
– is highly valuable. They are likely to spread that information in their social circles, both online and
in the real world.
Respondents by type
Figure 24: What makes email programs valuable to you?
Response: 1,089
How We Shop in 2010 Habits and motivations of US consumers Page 26
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Frequency is in the eye of the beholder. There‟s no reason to believe that the younger you are, the
more likely you are to subscribe to email programs that send more frequently. But in Figure 25 we see
that perception of, and reaction to, email frequency has a strong relationship with age. Notably, that
generational sensitivity doesn‟t extend to email in general, but is focused on specific emailers. “Inbox
overload” is the least cited reason for dissatisfaction.
Respondents by age
Figure 25: What aren‟t these email programs valuable to you?
Response: 426
How We Shop in 2010 Habits and motivations of US consumers Page 27
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Not surprisingly, digital sophisticates are sensitive to email frequency, and are twice as likely to cite
receiving emails too frequently than the average. They, and Moms, are also more likely to feel
inundated by email in general.
Respondents by type
Figure 26: What aren‟t these email programs valuable to you?
Response: 426
How We Shop in 2010 Habits and motivations of US consumers Page 28
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Figure 27: Word cloud of responses to the question “What makes these email
programs valuable to you?”
How We Shop in 2010 Habits and motivations of US consumers Page 29
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Figure 7: Word cloud of responses to the question “How could these programs be
better?”
How We Shop in 2010 Habits and motivations of US consumers Page 30
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.3. Importance of emailed coupons For all of the discussion of whether email is still relevant to young people, Figure 29 appears to
indicate they are highly likely to be using it as a conduit for coupons, for use both online and off. For
all demographics types, emailed coupons are a high priority (as shown in Figure 30) and one that
translates into real transactions.
Respondents by age Figure 29: Have you used a coupon you received online in the last 12 months?
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 31
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by type
Figure 30: Have you used a coupon you received online in the last 12 months?
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 32
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.4. E-commerce Websites Shoppers tend to fall into two camps when it comes to online shopping. In Figure 31 we see top
responses divided between the themes of convenience and security. For most, online shopping
represents an easy, cheaper way to shop, but a significant minority continues to view using credit card
information to shop online as an unacceptable risk.
Figure 31: Word cloud of responses to the question “What comes to mind when you
think about shopping online?”
Common complaints around online shopping are easy to identify, if not to address. Security: The most common and intense negative feeling people, even online shoppers, have toward e-commerce. The inability to touch: Naturally, the computer screen doesn‟t offer the same tactile and three-dimensional views of being in the store. This can be at least in part countered with better, more varied product presentation software. Too much to choose from: Some sites suffer from an abundance of products, although the real issue is likely product presentation and navigation rather than the raw number of SKUs available. Surprises: Many complain about shipping or other fees that aren‟t visible until late in the checkout process.
How We Shop in 2010 Habits and motivations of US consumers Page 33
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.5. E-commerce site features impact on likelihood to
purchase Across all ages and demographics, having reliable and robust product ratings is a valuable addition to
retail sites. Younger shoppers are especially likely to prefer sites offering ratings.
3.5.1. Product ratings
All Respondents Figure 32: Does having product ratings (ex: 3 of 5 stars) affect your likelihood of
using an online store? (Al respondents)
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 34
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 33: Does having product ratings (ex: 3 of 5 stars) affect your likelihood of using an online store?
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 35
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 34: Does having product ratings (ex: 3 of 5 stars) affect your likelihood of
using an online store?
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 36
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.5.2. Online chat
Most shoppers consider instant chat to be a „nice to have‟ rather than a free standing differentiator.
The real value of chat is evident when it‟s seen as a mechanism for customer service that‟s preferred
by many.
All Respondents Figure 35: Does having online chat available affect your likelihood of using an online
store? (All respondents)
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 37
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 36: Does having online chat available affect your likelihood of using an online
store?
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 38
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Chat is important to a significant number of “influentials” and “sophisticates,” as well as roughly one
in five of those in other demographic types.
Respondents by Type
Figure 37: Does having online chat available affect your likelihood of using an online
store?
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 39
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.5.3. Consumer-generated reviews
Like chat and ratings, preference for sites with consumer reviews is related to age. The strength of
that preference is higher than that for chat, and on par with ratings. For retailers, one advantage of
reviews is that they can lead to additional purchases of related and complimentary products.
All Respondents
Figure 38: Does having consumer-generated reviews affect your likelihood of using
an online store? (All respondents)
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 40
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 39: Does having consumer-generated reviews affect your likelihood of using
an online store?
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 41
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 40: Does having consumer-generated reviews affect your likelihood of using
an online store?
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 42
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.5.4. Free shipping
Unsurprisingly, free shipping is as strong attraction to all age groups and demographic types.
Retailers can take advantage of this by making it very clear when products or customers qualify for
complimentary shipping.
All Respondents Figure 41: Does having free shipping available affect your likelihood of using an
online store? (All respondents)
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 43
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 42: Does having free shipping available affect your likelihood of using an
online store?
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 44
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 43: Does having free shipping available affect your likelihood of using an
online store? (All respondents)
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 45
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.5.5. Payment options
Alternatives to credit cards have proliferated in recent years. Figure 44 tracks the relationship
between youth and a strong interest in alternative payment options, such as PayPal, BillMeLater,
SecureEBill and others. Although they make up a relatively small percentage of total purchases
(estimates range from 5% to 25% but the reality is likely at the low end of that range for most sites),
there are reasons for sellers to consider offering alternatives.
Lower fees – alternatives often charge per transaction percentages than the major credit card
companies.
New, wider audience – retailers who offer alternatives often find that the customers taking
advantage are new to their lists.
Differentiator – since alternative payment options are far from universal, and are important to
fans, they are a way of standing out from the crowd and building loyalty.
All Respondents
Figure 44: Does having payment options like PayPal or BillMeLater available affect
your likelihood of using an online store? (All respondents)
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 46
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 45: Does having payment options like PayPal or BillMeLater available affect
your likelihood of using an online store?
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 47
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 46: Does having payment options like PayPal or BillMeLater available affect
your likelihood of using an online store?
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 48
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.5.6. Price guarantees
All Respondents
Figure 47: Does having available price guarantees affect your likelihood of using an
online store? (All respondents)
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 49
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 48: Does having available price guarantees affect your likelihood of using an
online store?
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 50
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 49: Does having available price guarantees affect your likelihood of using an
online store?
Response: 661
How We Shop in 2010 Habits and motivations of US consumers Page 51
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.6. E-commerce site issues Although younger people are the most likely to notice insufficient numbers of reviews, all segments of
buyer find them helpful. For retailers, the question is how to attract more reviews:
Ask for them – ask for reviews after products are delivered, but not so quickly that customers
won‟t have an opinion. The right timeframe varies by the type of product. For example, clothing
forms an almost immediate impression, while an appliance may take a month or more. Setting up
automated emails with timing based on product category can simplify this process.
Make it easy to create and post – the technical process for submitting a review should be fast, and
take a minimum of clicks, just like everything else on a good site. If coming from an email, the
users should find themselves on the right page, with the product information already provided.
Create an environment that encourages interaction – some sites do this through direct incentives
such as points systems and discounts. Others take the longer view and attempt to build a socially
driven site that rewards reviewers in the more esoteric but satisfying currency of attention for
their contributions.
Respondents by Age
Figure 50: How often do you find too few buyer reviews on websites to be helpful?
Response: 654
How We Shop in 2010 Habits and motivations of US consumers Page 52
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 51: How often do you find too few buyer reviews on websites to be helpful?
Response: 654
How We Shop in 2010 Habits and motivations of US consumers Page 53
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
One of the most common and important complaints from online shoppers is there isn‟t enough
information on a specific site to make an informed decision. Because the Internet offers so many
options for information, these shoppers quickly depart via search engines to find the required
information somewhere. Retailers should focus on solving this problem at two levels.
Work to provide all available information. People buying online tend to have very specific
concerns related to the inability to interact with products in three dimensions. Does it have an
input jack? Does the cord reach? High enough? For that reason, including every piece of
manufacturer‟s information, and if possible multiple photographic views, will pay off. Some sites
use consumer-generated content to fill the gap, but for low traffic and SMB focused direct sellers,
there may not be sufficient volume for this solution.
Another consideration is that sometimes customers will find a product on one site, research it
elsewhere, and then make a decision on where to buy. If the first site is able to create a
memorable advantage, the customer may return once their research is complete. Amazon creates
that advantage with its “One-Click” checkout. Other sites can use price guarantees, free shipping
offers, loyalty points and premiums to accomplish the same thing.
Respondents by Age
Figure 52: How often do you find too little information to decide on products/services when you‟re shopping online?
Response: 654
How We Shop in 2010 Habits and motivations of US consumers Page 54
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 53: How often do you find too little information to decide on products/services when you‟re shopping online?
Response: 654
How We Shop in 2010 Habits and motivations of US consumers Page 55
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 54: How often do you find pages on retail websites load too slowly?
Response: 654
How We Shop in 2010 Habits and motivations of US consumers Page 56
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 55: How often do you find pages on retail websites load too slowly?
Response: 654
How We Shop in 2010 Habits and motivations of US consumers Page 57
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 56: How often that retail websites break or malfunction when you‟re shopping?
Response: 654
How We Shop in 2010 Habits and motivations of US consumers Page 58
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 57: How often that retail websites break or malfunction when you‟re shopping?
Response: 654
How We Shop in 2010 Habits and motivations of US consumers Page 59
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 58: How often do you find that the search box doesn‟t work well when you‟re shopping online?
Response: 654
How We Shop in 2010 Habits and motivations of US consumers Page 60
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 59: How often do you find that the search box doesn‟t work well when you‟re shopping online?
Response: 654
How We Shop in 2010 Habits and motivations of US consumers Page 61
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.7. Social profile sites The social phenomenon has already changed e-commerce. User-generated reviews were one of the
first intersections between commerce and the online conversation. Moving forward, the permutations
and implications of social networking and marketing will continue to change the ways in which we
research, choose, negotiate for, and purchase products, both online and off-. There are trends just
taking shape today that may become the new reality of e-commerce in years to come.
Location is a more powerful factor in buying equation than many of the other variables that we
use to target products. The industry is only beginning to understand the implications of our
mobile devices‟ self-awareness. But we are not far from a time when consumers are able to take a
photo of a product, access review sites to confirm its quality, and have nearby and online stores
compete for our interest, all from our mobiles, which will also serve as payment devices.
In an open-ended question about social media, one survey respondent said, “it seems like
Facebook is the Internet.” For many people, that‟s true, and for over 400 million worldwide,
Facebook plays a significant role in their lives online. So far, the ways in which Facebook and
commerce have overlapped have been limited to marketing and the sale of virtual products (a
multi-billion dollar industry in its own right). However, Facebook has exploring ways in which to
bring commerce to the site in more direct ways. Whether through the implementation of their
own payment-credit system or the integration of existing platforms, Facebook may become a sales
channel for all sizes of business.
Collaborative buying takes advantage of easy communication among like-minded people to
create groups with the purpose of driving down the price of a particular product or service. This
model exists in many forms in the offline world and some online examples exist, like Groupon. So
far, most collective buying online has been limited to digital and service products that don‟t
require physical fulfillment. The growth in popularity of these affinity-buying groups seems to be
inevitable as social networks become a ubiquitous part of the average person‟s daily life.
How We Shop in 2010 Habits and motivations of US consumers Page 62
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 60: Do you use Facebook, MySpace or another social profile site? If so, how
often do you access it?
Response: 1,430
How We Shop in 2010 Habits and motivations of US consumers Page 63
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
One challenge to those using social outreach to generate attention is that they‟re competing with an
individual‟s entire social network, which is constantly growing. In Figure 61 we see that for many
people theflow of posts can be overwhelming and that just over 60% of all respondents report reading
less than a page of updates on Facebook (respondents were not asked to make a distinction between
the „Top News” and “Most Recent” pages). Influencers are much more likely to invest the time to read
beyond the first page, but by definition, their feeds will be far more crowded than average.
All the above suggests that over time, the nature of commercial relationships that people maintain via
social networks will evolve as they did as the early stages of email marketing, which has matured into
today's channel. Currently in social media, as it was for email 10 years ago, it‟s relatively easy to gain
followers and friends, at least for some brands. But new people and organizations are competing for
attention. Fortunately, in the case of social media, we may avoid the saturation and low quality that
plagues email marketing. Marketers tend to treat their social customers with the respect email
recipients deserve but d0nt‟ always get, and it‟s the nature of social messaging to be less intrusive
than email.
Respondents by Type
Figure 61: Do you use Facebook, MySpace or another social profile site? If so, how
often do you access it?
Response: 1,430
How We Shop in 2010 Habits and motivations of US consumers Page 64
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
All respondents
Figure 62: When you check [their social profile site] how many of your friends‟ posts do you read?
Response: 720
How We Shop in 2010 Habits and motivations of US consumers Page 65
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Over one third of all respondents reported having forged some type of social connection with a
commercial entity in the last 30 days, as did close to half of those in the key 18-24 year old
demographic. Respondents between 25 and 38 are a close second at 42%
Respondents by Age
Figure 63: In the last month, have you become a “fan” or “friend” of any companies, products or brands?
Respondents: 720
How We Shop in 2010 Habits and motivations of US consumers Page 66
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
In what appears to be good news for marketers, several key demographic types are significantly more
likely than the average to connect to companies. Figure 64 shows only high-income households hover
around the average.
Respondents by Type
Figure 64: In the last month, have you become a “fan” or “friend” of any companies, products or brands?
Respondents: 720
How We Shop in 2010 Habits and motivations of US consumers Page 67
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
The explosive growth of social media has introduced the question of a „bubble.‟ Will there be a decline
in some aspect of social media that mirrors its rise? Figure 65 shows one measure that indicates
otherwise.
Respondents by length of membership
Figure 65: In the last month, have you become a “fan” or “friend” of any companies, products or brands?
Respondents: 720
How We Shop in 2010 Habits and motivations of US consumers Page 68
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
The two primary reasons for connecting with a brand online are to advertise that affiliation and to
learn of offers. Figure 66 shows there's some variation based on age, with younger people being more
inclined to connect with brands as an expression of style or support of a brand concept. They also
value have a higher expectation of entertainment from a brand‟s communications.
Respondents by age
Figure 66: What leads you to become a “friend” or “fan” of a company or product on your social site?
Respondents: 720
15%
30%
32%
35%
45%
49%
15%
24%
24%
44%
55%
48%
21%
22%
16%
33%
49%
51%
9%
16%
13%
41%
43%
37%
0% 20% 40% 60%
Learn about the company's culture and responsibility to the environment, its
workers, etc.
I'm making a statement
For entertainment - their updates need to be funny or insightful
Learn about new products/features/services
Learn about specials, sales, etc.
Show that I like the the company or product
55+
39-54
25-38
18-24
How We Shop in 2010 Habits and motivations of US consumers Page 69
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Figure 67 shows few distinctions among the demographic types, with the exception of influencers and
sophisticates. These two groups are more likely to see the connections as „making a statement‟.
Respondents by type
Figure 67: What leads you to become a “friend” or “fan” of a company or product on
your social site?
Respondents: 720
15%
33%
23%
42%
47%
53%
19%
31%
30%
40%
55%
56%
24%
31%
31%
42%
50%
46%
19%
29%
23%
37%
52%
49%
16%
24%
25%
38%
47%
48%
0% 20% 40% 60%
Learn about the company's culture and responsibility to the
environment, its workers, etc.
For entertainment - their updates need to be funny or insightful
I'm making a statement
Learn about new products/features/services
Show that I like the the company or product
Learn about specials, sales, etc.
All
High income
Digital sophisticates
Influencers
Moms
How We Shop in 2010 Habits and motivations of US consumers Page 70
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
New arrivals to social networks appear to have less distinct feelings on friending/following companies
than more experienced users. It‟s an encouraging sign to marketers that over time the behavior and
its value appear to become more apparent.
Respondents by length of membership
Figure 68: What leads you to become a “friend” or “fan” of a company or product on
your social site?
Respondents: 720
13%
27%
26%
42%
56%
55%
22%
29%
24%
37%
29%
26%
16%
24%
25%
38%
47%
48%
0% 20% 40% 60%
Learn about the company's culture and responsibility to the
environment, its workers, etc.
For entertainment - their updates need to be funny or insightful
I'm making a statement
Learn about new products/features/services
Show that I like the the company or product
Learn about specials, sales, etc.
All
Under 6 months
Over 2 years
How We Shop in 2010 Habits and motivations of US consumers Page 71
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.8. Twitter Twitter is still an emerging phenomenon, even among the population of online survey takers who are
naturally more participatory in online activities than the general population. Figure 69 shows only
15% of respondents ever use Twitter, with one third of those doing so only occasionally. However,
Twitter enthusiasts tend to be influencers who may have disproportionate value to brands. They can
spread a worthy offer or viral campaign fast and far. By the same token, Twitter can be used to punish
brands for customer service mistakes and other misdeeds.
For companies that are adept at tracking and responding to brand-related tweets, there are real
dividends.
Happy customers who appreciate a rapid, personal response to their tweets.
Positive social messaging from those customers, who are highly likely to publicly acknowledge the
response and the actions taken. A few moments of time spent replying to a tweet can lead to a
positive message being spread to hundreds or even thousands of people, with the added power of
an explicit or implied personal endorsement.
Depending on internal factors, lower customer service costs.
All Respondents
Figure 69: Do you use Twitter or another micro-blogging service? If so, how often do you access it?
Response: 1,430
How We Shop in 2010 Habits and motivations of US consumers Page 72
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Twitter Users
In Figure 70 we see that even among users, only 60 percent have used the search function on Twitter,
but that doesn‟t reflect its total impact. The ability to search social posts has created an important
new source of information with the powerful combination of timeliness, relevance and individual
attitude. The major search engines have responded to this by integrating social responses into their
pages.
Figure 70: Do you use the search function in Twitter or another micro-blogging service?
Response: 163
How We Shop in 2010 Habits and motivations of US consumers Page 73
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Twitter Users
Figure 71: What qualities lead you to 'follow' a company on Twitter?
Response: 163
How We Shop in 2010 Habits and motivations of US consumers Page 74
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
3.9. Consumers accuracy when providing personal
information Many marketing campaigns are designed primarily to being a relationship with potential customers,
rather than make an immediate sale, especially campaigns mounted on social networks. The lead
generation process inevitably leads to a form asking for personal information. Astute marketers know
that asking for too much, too soon leads to abandoned forms, or, as we see in Figure 72, information
that is inaccurate.
In general, older people are more likely to provide accurate information than the average, as are
Moms. Men are less likely to provide personal opinions, phone numbers and HH income than
women. Interestingly, the group that‟s most comfortable sharing HH income is made up of high-
income households.
All respondents Figure 72: How often do you provide accurate information online?
Response: 1,250
How We Shop in 2010 Habits and motivations of US consumers Page 75
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
4. Factors in product research Consumers hear of products in so many different ways that it‟s impossible to give them a list to
choose from. Instead, referring to a recent purchase they had already identified survey respondents
were simply asked whether they could remember where they had first heard of the product. They may
or may not be remembering accurately, but it does tell us something about how memorable ad types
and shopping experiences can be.
Throughout this section, we‟ll see how important a role the Internet is playing in product research,
regardless of whether that product is bought online or off. But, offline experiences dominate product
awareness, as the list below demonstrates. It‟s interesting that “Google” was among the top answers,
even though it‟s unlikely that search engines were actually the point of first contact with products.
Just as marketers can give search engines too much credit in their attribution schemes, so it appears
do consumers.
Respondents who reported having made a major purchase in the previous six
months
How did you first hear of this product? (Google and other search engines removed)
1. Television (open response including commercials and informational programming)
2. TV commercials
3. Stores
4. Emails – stores & brands
5. Internet – informational sites
6. Catalogs & Magazines
7. Internet – store sites
How We Shop in 2010 Habits and motivations of US consumers Page 76
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
4.1. Email-driven purchasing Although younger people tend to use media that compete with email, they are more likely than any
other age group to make purchases based on information they receive from it.
The high response from younger demographics is already encouraging for retailers. Moving forward,
as coupons and bar codes are increasingly available via mobile device, the role of email as connective
tissue may well increase rather than recede.
Respondents by age Figure 8: Has email sparked a purchase in the last 12 months?
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 77
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by type
Figure 74: Has email sparked a purchase in the last 12 months?
Response: 1,279
How We Shop in 2010 Habits and motivations of US consumers Page 78
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
4.2. Media used for product research The next sections show answers related to a specific purchase identified by respondents, who were
split into groups based on whether the purchase was in process or had already taken place.
Respondents by Age
Figure 75: In your current product search, what sources for information are you using to decide on the product or service?
Response: 539
Based on open text responses, and examining how different demographic groups respond at various
points in the product research process (awareness, research, narrowing, decision) a number of
patterns emerge.
Men are more likely to use search engines and expert site reviews during a single round of
research, especially for lower ticket items. Women tend to take part in more discussion, online
and off-, at any ticket level.
The purchase process for women tends to involve a greater range of media than men, and to take
longer.
How We Shop in 2010 Habits and motivations of US consumers Page 79
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Women tend to be somewhat more loyal to research and purchasing sites than men. Older people
are more loyal than women, and everyone is more loyal than digital sophisticates.
The age range that‟s most reliant on e-commerce is 25 to 38 year olds. These people are
comfortable with the Internet, strapped for time, and prize convenience and price. With a greater
likelihood of having small children at home, they are less inclined to visit stores, and somewhat
better able to take deliveries during the workweek.
People over 38 are significantly less likely to use social networks to pursue product information,
seek recommendations, etc.
All age ranges are more likely to trust consumer reviews than formal testimonials posted by a
brand.
Respondents by Type Figure 76: In your current product search, what sources for information are you using to decide on the product or service?
Response: 539
How We Shop in 2010 Habits and motivations of US consumers Page 80
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
4.3. Priorities in the product research process Figures 77 through 82 compare respondents stated priorities regarding purchases that are in process,
versus those that have already been made. Although price tends to be the top rated factor prior in the
research phase, its importance drops in virtually every case when viewed post-purchase. This may
reflect a psychological shift once people are removed from the process, or indicate that other factors
increase in importance as they get close to purchase.
Respondents 18 – 24 years old
Figure 77: In your current search, what are your priorities for the product or service you‟re considering?
Respondents: 539
How We Shop in 2010 Habits and motivations of US consumers Page 81
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents 25 – 38 years old
Figure 78: In your current search, what are your priorities for the product or service you‟re considering?
Respondents: 539
How We Shop in 2010 Habits and motivations of US consumers Page 82
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents 39 – 54 years old
Figure 79: In your current search, what are your priorities for the product or service you‟re considering?
Respondents: 539
How We Shop in 2010 Habits and motivations of US consumers Page 83
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents over 55 years old
Figure 80: In your current search, what are your priorities for the product or service you‟re considering?
Respondents: 539
How We Shop in 2010 Habits and motivations of US consumers Page 84
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents – Moms Figure 81: In your current search, what are your priorities for the product or service you‟re considering?
Respondents: 539
How We Shop in 2010 Habits and motivations of US consumers Page 85
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents – High-income households
Figure 82: In your current search, what are your priorities for the product or service you‟re considering?
Respondents – Influencers
Figure 83: In your current search, what are your priorities for the product or service you‟re considering?
How We Shop in 2010 Habits and motivations of US consumers Page 86
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents – Digital Sophisticates
Figure 84: In your current search, what are your priorities for the product or service you‟re considering?
Respondents: 539
How We Shop in 2010 Habits and motivations of US consumers Page 87
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
4.4. Impact of consumer reviews on additional purchases One of many arguments for incorporating consumer reviews into e-commerce sites is that they are
one of the few ways in which online purchases can expand beyond the item originally shopped for.
Respondents by Age
Figure 85: In the past 12 months, have you purchased something online that you weren‟t planning on buying because of a consumer comment or review?
Respondents: 539
How We Shop in 2010 Habits and motivations of US consumers Page 88
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type
Figure 86: In the past 12 months, have you purchased something online that you
weren‟t planning on buying because of a consumer comment or review?
Respondents: 539
How We Shop in 2010 Habits and motivations of US consumers Page 89
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
5. Motivations, attitudes and lifestyle factors
5.1. Mobile sophistication Each generation of chipsets moves mobile phones closer to the personal computer. Advanced
behaviors today (accessing the Internet or checking email from a mobile device) will clearly be
commonplace soon, at least for people still in their working years. Nearly two-thirds of people under
24 have checked email on a mobile device (Figure 87).
In time, it's likely that our current thinking, which is wrapped around the platform – computer vs.
mobile vs. tablet, etc., will become obsolete in favor of simply understanding what people want and
need to do in various settings. Today‟s mobile devices may be poor conduits for e-commerce, but
that‟s already changing.
Respondents by age
Figure 87: Have you checked email on a mobile device (smartphone or PDA) in the last 12 months?
Response: 1,430
How We Shop in 2010 Habits and motivations of US consumers Page 90
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by type
Figure 88: Have you checked email on a mobile device (smartphone or PDA) in the last 12 months?
Respondents: 1,430
How We Shop in 2010 Habits and motivations of US consumers Page 91
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by age
Figure 89: Have you accessed the Internet on a mobile device (smartphone or PDA) in the last 12 months?
Respondents: 1,430
How We Shop in 2010 Habits and motivations of US consumers Page 92
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by type
Figure 90: Have you accessed the Internet on a mobile device (smartphone or PDA) in the last 12 months?
Respondents: 1,430
How We Shop in 2010 Habits and motivations of US consumers Page 93
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
The touchscreen smartphone is expected to become wholly or partly integrated into most mobile
designs over the next several generations. Figure 91 shows the degree to which their usability allows
and encourages behaviors. For touchscreen users, checking email rates slightly higher than voice
calling itself.
All respondents
Figure 91: Choose the four most common activities when you use your mobile device?
Respondents: 1,038
How We Shop in 2010 Habits and motivations of US consumers Page 94
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
5.2. User-generated comments and reviews The trend in which consumers have come to rely on, create, and disseminate product reviews is
perhaps as important as the ability to buy online itself. For while e-commerce represents
approximately 5% of retail, user-generated comments are a significant factor in a large percentage of
the offline purchases that make up the other 95%. Figure 92 shows that while for consumers over 39,
generating reviews is relatively rare, for younger people it has already become an entrenched way of
life. Even for those who don‟t create reviews, they are part of the research process.
Respondents by age
Figure 92: Have you posted an online comment or review about a product or company in the last 12 months?
Respondents: 1,430
How We Shop in 2010 Habits and motivations of US consumers Page 95
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by type
Figure 93: Have you posted an online comment or review about a product or company in the last 12 months?
Respondents: 1,430
How We Shop in 2010 Habits and motivations of US consumers Page 96
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
5.3. Impact of corporate responsibility factors In the commoditized world of retail, there are few factors that transcend price. The following section
examines how corporate responsibility factors affect consumer perception, or don‟t. For some
companies, the move toward greener pastures may be literal.
However, for many people, the demands of economy and practicality far outweigh societal concerns.
In general, young people – varying called Millenials or Generation Y, care more about environmental
and political issues. So do people with higher household incomes.
Respondents 18 – 24 years old
Figure 94: When you were evaluating this product/service, did any of the following influence your decision?
Response: 270
How We Shop in 2010 Habits and motivations of US consumers Page 97
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents 25-38 years old
Figure 95: When you were evaluating this product/service, did any of the following influence your decision?
Response: 301
How We Shop in 2010 Habits and motivations of US consumers Page 98
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents 39-54 years old Figure 96: When you were evaluating this product/service, did any of the following influence your decision?
Response: 368
How We Shop in 2010 Habits and motivations of US consumers Page 99
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents 55 years old and over
Figure 97: When you were evaluating this product/service, did any of the following influence your decision?
Response: 391
How We Shop in 2010 Habits and motivations of US consumers Page 100
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents – Moms
Figure 98: When you were evaluating this product/service, did any of the following influence your decision?
Response: 251
How We Shop in 2010 Habits and motivations of US consumers Page 101
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents – Influencers
Figure 99: When you were evaluating this product/service, did any of the following influence your decision?
Response: 284
How We Shop in 2010 Habits and motivations of US consumers Page 102
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents – High-income households
Figure 100: When you were evaluating this product/service, did any of the following influence your decision?
Response: 270
How We Shop in 2010 Habits and motivations of US consumers Page 103
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents – Digital sophisticates
Figure 101: When you were evaluating this product/service, did any of the following influence your decision?
Response: 285
How We Shop in 2010 Habits and motivations of US consumers Page 104
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Type Figure 102: How important is it to you that a product is “green” or environmentally friendly?
Response: 1,430
How We Shop in 2010 Habits and motivations of US consumers Page 105
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
Respondents by Age
Figure 103: How important is it to you that a product is natural or “organic” (if applicable)?
Response: 390
How We Shop in 2010 Habits and motivations of US consumers Page 106
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and
retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010
5.4. Economic outlook Feelings toward the North American economy vary significantly by age. Younger respondents have a
distinctly more positive outlook on how they will personally fare in 2010 and 2011. A high correlation
existed between those people who had recently made a major purchase or were considering one,
suggesting that economic outlook transcends the merely political and truly reflects behavior.
All respondents
Figure 104: In general, how would you describe your feelings about the economic outlook for you and your family in the coming year?
Response: 1,430