New York, NY – According to a recent online study conducted by Ipsos
on behalf of Offers.com, more than nine in ten (94%) Americans over the age of 18 are making
purchases online, including 7% who report making online purchases more than once a week.
More than one in ten say that they are making online purchases weekly (14%), and another
two in five do this on a monthly basis (36%) or again at least a few times a year (37%). In
contrast, only 6% of Americans over the age of 18 say that they never make online purchases.
Those who are most likely to be frequent online shoppers (defined here as shopping
online at least monthly) include younger adults (64%, ages 18-34), those earning more than
$50,000 annually (66%), those who have children living at home (72%), are married (64%),
and adults who have a college degree (66%).
Those who frequently seek holiday savings online (73%) and adults who plan to use a
mobile device when holiday shopping (67%) are also among the most likely to say that they
make purchases online at least monthly.
Online shopping trends remain consistent with those seen in 2015, where only 5%
reported that they never make online purchases.
The majority of Americans say that they plan to use their mobile device when shopping
this holiday season (63%), and this is especially true for those under the age of 35 (86%), the
more affluent (70%, earning over $50,000), those with children living at home (81%), adults
with a college degree (69%), and those who are married (66%). This includes roughly a third
who plan to look for coupons/ deals (35%), compare products at different stores (34%), check
product reviews (32%), and make purchases (32%) using their mobile devices. Just over a
quarter (27%) also believe that they will use their mobile device to get directions to the store
when shopping this holiday season. On the other hand, just under two in five (37%) don’t plan
to use their mobile device at all when shopping this holiday season.
The overall proportion of those who plan to use their mobile device when shopping this
holiday season has increased since 2015 (63% up from 56%), although it should be noted
that the question wording changed very slightly from 2015 to 2016 to accommodate additional
emergent mobile phone usages.
When asked what percentage of their holiday shopping will take place using a mobile
device, a quarter (23%) believe that they will make less than 20% of all their purchases using
their phones/ tablets, while another one in ten estimate that between 21-40% (13%) or again
41%-60% (11%) of their total holiday shopping will be completed using a mobile device. Just
under one in ten (8%) believe that the majority (over 61%) of their holiday shopping will take
place using a mobile device. However, two in five (39%) report that none of their holiday
shopping will take place on mobile, while 7% are not quite sure.
Older individuals (60%, ages 55+), the less affluent (49% earning less than $50,000),
those with no children living at home (47%), and adults lacking a college degree (45%) are
significantly more likely to say that none of their holiday shopping will take place on mobile
A similar trend is seen among those who never shop online (71%) and those who don’t
plan to use their mobile device at all for holiday shopping (82%).
Additional information including detailed findings and methodology are available for
download on the right side of the page.
For more information on this news release please contact:
Senior Vice President
Ipsos Public Affairs
Ipsos Public Affairs
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