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Online shoppers: a national retailer's customers
Adults who shop online at a national retailer, by city, suburb or rural area: age, income, household, how often they order and how much, device, delivery choice, returns, price sensitivity, membership and feelings about personal data. For testing shipping, returns, membership and pricing changes on customers.
3 places, by area
What each person has
- Age
- 18-2920%
- 30-4430%
- 45-6434%
- 65-9016%
- Household income
- Under $50k28%
- $50k to $100k32%
- $100k to $150k21%
- Over $150k19%
- Household
- Lives alone21%
- Couple, no children at home32%
- Children at home34%
- Shares with others13%
- How often they order
- A few times a year31%
- About monthly41%
- Weekly or more29%
- Typical order
- Under $2522%
- $25 to $7545%
- $75 to $15023%
- Over $15010%
- Shops on
- Phone app39%
- Phone browser20%
- Computer32%
- Tablet9%
- Delivery
- Fastest home delivery30%
- Cheapest home delivery33%
- Store or curbside pickup30%
- Locker or pickup point7%
- Returns
- Rarely returns anything45%
- Returns now and then40%
- Orders several and sends back the rest15%
- Price sensitivity
- Buys on convenience27%
- Compares sometimes40%
- Hunts for the lowest price34%
- Membership
- Paid member24%
- Free rewards member37%
- Not a member38%
- Personal data
- Happy to trade data for deals28%
- Uneasy but goes along47%
- Avoids tracking where possible25%