The retail industry continues to evolve in 2018 with many brands embracing the idea of “consumer-centricity” as they move on from the thought process of forcing a specific purchasing journey. We’ve compiled a list of charts and statistics from via eMarketer.com, with various aspects of the retail industry and consumer shopping habits, to illustrate this evolution and highlight some eye-opening trends.
In a typical month, 69% of US internet users bought something in a brick-and-mortar store, while 22% purchased online and 9% bought something online for in-store pickup. There was a slight skew toward internet users who started the research process online (53%) as opposed to in-store (48%), but once a shopper started in a particular channel, most completed a purchase in that same way.
Mobile will account for approximately 70 percent of all digital advertising in 2018, according to new research from eMarketer — and with a nearly 34 percent share of all U.S. ad spend, mobile will pass TV as the leading ad medium this year.
According to a Market Force Information survey from February 2018, just over one-third of US internet users had used a food delivery service in the past 12 months. More women (37%) than men (33%) had done so, and the behavior was very much tied to age. Online restaurant and food delivery services, like Seamless and Postmates, may seem part of the fabric of life if you’re on the younger side and live in a city, but for most consumers, they’re only an occasional convenience.
Omnichannel initiatives are still a priority, and a majority (56.0%) said they are currently operating a fully integrated strategy connecting in-store and digital channels. Only 12.1% had no plans to execute omnichannel features. The leading omnichannel feature offered was mobile shopping apps (54.2%). The next most popular were delivery-related: click and collect (31.8%), third-party delivery services like Instacart (31.8%), and curbside pickup (30.8%). Notably, in-store mobile product scanning was implemented by roughly a quarter of grocers, while only 8.5% offered it last year.