Today we kick off a short series of charts which preview data from our brand new range of Market and Region reports (available for clients to download here). To begin, we take a look at the online purchasing habits of one of the biggest e-commerce markets in the world – the USA.

Online commerce is an absolutely mainstream activity in this market; 75% of online adults say that they’ve recently bought a product online.

Currently, PCs/laptops remain integral to this process, with these devices still perceived by many to offer the best functionality and security when it comes to purchasing.

Although mobiles are yet to overtake PCs/laptops in the same way that they have done for many other online activities, m-commerce has nevertheless made some serious inroads in the USA. Each month, almost 40% are buying something on their mobiles – underlining the importance of mobile optimization in facilitating seamless transactions on retail sites.

Key for online retailers in the US is offering free delivery. As is the case across all other markets that we track, it’s this purchase driver which is by far the most likely to encourage US consumers to go through with a purchase. And that this is true across all the major demographic breaks only reinforces the importance of offering this promotion.

Download Commerce Q1 2017


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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