Always On: Who’s Shopping Online Every Day?

Welcome to Always On. Each week, we’ll dig into a brand or audience trend you need to know about, tapping into Morning Consult Intelligence, our always-on insights platform powered by 15,000 daily surveys across 40+ countries. That means thousands of brands, audience deep dives, and enough fresh data to make your spreadsheets jealous. Sign-up here to get this email sent to you directly every week.

I’m speaking with Claire Tassin, our retail and e-commerce analyst later this week in a webinar about her recent research and analysis into the retail industry. She’ll dive specifically into the state of apparel shopping as well as low-cost retailers. You can join us by registering here. 

Ahead of this webinar, I wanted to take a look at consumers who shop online at least daily. Because we survey on thousands of attributes across the globe every day, Morning Consult Intelligence is able to get specific about niche audiences. So when we ask for the retailers with high purchasing consideration amongst these prolific shoppers, our AI Chat has the data to answer.

Morning Consult’s AI Chat can quickly answer questions like this (currently available to clients — inquire here if you want to learn more). Now let’s use use our Audience tool to learn more about the cohort of people who shop online daily.

This is just one of the thousands of custom audiences you can build with Morning Consult Intelligence, thanks to the thousands of demographics, psychographics, brand usage and habits we survey about every day.

Fast Facts About Frequent Online Shoppers

They’re younger
Not a shocker since we typically see younger generations engage more with online habits, but this audience overindexes on being millennials or Gen Z by 23 points.

They’re frequent gamers
Almost 1 in 2 of these frequent online shoppers play mobile games on their phones or tablets several times a day, which is 15 points higher than the general population, and one in 4 are playing computer games or console games a few times a day.

They’re big entertainment buffs
73% of these users are watching a movie or show on a streaming service at least once a day

They feel good about their personal finances
40% of these consumers think their personal finances will be better off in the next 12 months.

Brand Deep Dive

Let’s take a look at how this and other audiences feel about Etsy, one of the larger American e-commerce companies. We’re going to compare how people who shop online daily feel towards Etsy against people who shop online twice a week, Gen Z, millennials, Gen X and boomers.

Scorecard allows you to build tables with multiple brand metrics, audience(s) and brand(s). Here, we can see that people who shop online daily have the highest favorability, purchasing consideration and trust towards Etsy. Amongst generations, Etsy is performing best with millennials and is gaining ground with Gen Xers and boomers. Want to see your brand’s key metrics? Get in touch here.

Extra Credit

The State of Apparel Shopping (Morning Consult Pro): Keeping customers loyal in the face of inflationary pressure on shoppers’ budgets is a challenge, particularly with Gen Zers who have a bias to novelty. 2000s-era mall brands have captured their attention, but low-cost retailers like Shein have prices and trendy styles that are winning out. This report provides insight into how apparel shopper behaviors are changing over time.

The State of Beauty and Personal Care (Morning Consult Pro): Consumers are taking a critical eye to their beauty and personal care purchases, as they try to save money by trading down for lower cost alternatives or putting off purchases altogether. Inflation isn’t solely to blame for the downturn in consumer shopping in this category. The prevalence of dupe culture online and consumers’ desire to try new products are also threats to brand loyalty.

Coming tomorrow: A special report examining the appeal and use of low-cost retailers. Sign up for our retail alerts to get notified when this publishes.