According to the second annual State of Amazon study by BloomReach, reported by Graham Charlton, Editor in Chief at ClickZ Global, Amazon is involved in most online activities, with 90% of
customers checking the retailer even if they find the product they want on another ecommerce site.
Charlton continues, noting that “ the survey of 2,000 US consumers
found that more and more people are hitting the Amazon website first… its share of this action up 11% year on year… down for search engines and other retailers…”
Consumers Searching First on Amazon |
| Searching First |
Year | Amazon | Search Engine |
2015 | 44% | 34% |
2016 | 55% | 28% |
Source: BloomReach, September 2016 |
Amazon is the destination of choice for much comparison shopping, thanks to the retailer’s reputation for price-competitiveness, as well as the fact that it sells just about everything,
says the report.
- 90% of consumers will check Amazon even if they’ve found their product elsewhere. 78% of these shoppers do this ‘often’ or ‘always’
- And, 70% check products they’ve found on Amazon on other ecommerce sites
The study looked at shopping habits on mobile devices, says Charlton. Amazon still dominates,
but less so than overall.
- “50% of mobile shoppers try Amazon first, compared to search engines on 34% and other retailers on 16%
- 76% of consumers shop on their
smartphone, with 90% saying that they’ve made a purchase on a smartphone
- Almost 50% shop on a smartphone weekly
- 92% say smartphone shopping can
influence a purchase decision, while 52% say smartphone shopping often or always supports a purchase
- 88% will use a smartphone to assist shopping in stores
- 78% have a retailer
mobile app, and 82% of those have a retailer app that isn’t Amazon’s”
With the holiday shopping season approaching, the study also looks into
holiday-shopping behavior, Charlton says.
- “By Labor Day weekend, 42% of consumers had started gift shopping, and of the remaining majority who hadn’t, 61% will start on
or before Black Friday.
- A majority plan to do more than 50% of their holiday shopping online.
- 94% plan to shop on the Amazon this holiday season:
The survey
also found that consumers seem to view Amazon not only as a place to buy gifts, but also as a place to look for inspiration:
- When shoppers know what gift they want,
59% will start on Amazon, 24% on a search engine, and 16% at a retailer that has that product
- If people don’t have a gift in mind, 49% will start on Amazon,
28% on a search engine, and 26% on a retailer the gift recipient likes”
Reported by ClickZ here