Here’s how and why consumers are shopping
A new survey provides insight into shopping drivers and behaviors, including for the holiday season.
According to the annual "2024 Consumer Product Content Benchmark Report" from product content orchestration platform 1WorldSync, the percentage of 1,750 surveyed U.S. and Canadian shoppers who search four or more sites before making a significant purchase increased by six percentage points since the 2023 study (from 20% to 26%).
In addition, 25% of respondents increased their use of Chinese budget or fast-fashion e-commerce sites like Temu or Shein compared to 2023. Overall, 65% have shopped on such sites up 11 percentage points year-over-year.
And one in four (26%) respondents have made a purchase through TikTok Shop, similar to recent findings from Omnisend that 33% of U.S. consumers have shopped using the Chinese app’s e-commerce platform. 1WorldSync survey respondents were primarily driven by influencer recommendations (27%) or attractive discounts (26%).
[READ MORE: How popular are Chinese shopping apps with Gen Z?]
Nearly half (49%) of respondents made a purchase based on an influencer's recommendation in the past year, up from 40% in 2023. Notably, respondents aged 25-34 ranked influencer recommendations as the most impactful factor aside from price.
The survey also revealed some interesting statistics in other areas:
E-commerce
- Four-in-10 (41%) respondents said they increased their use of retail e-commerce sites and marketplaces compared to 2023, while only 9% reduced their activity in these channels. Conversely, only 15% said they're browsing brands direct-to-consumer sites more than in 2023, compared to 21% who are using this channel less.
- Nearly two-in-three (65%) respondents often or always read ratings and reviews, with customer-submitted images, videos and FAQ sections outlined as the most important factors for consumers. Nearly half (49%) of respondents said they leave product display pages that have too few customer ratings and reviews.
- Almost eight-in-10 respondents said that they often choose not to buy products online due to poor quality or lack of product content. Conversely, more than half (51%) admitted that compelling rich content on an e-commerce page has swayed them into making unplanned purchases.
- Eight-in-10 (82%) respondents will leave or have left an online product review. Two in three 65% often or always read online product reviews.
- Three-in-10 (31%) respondents now use generative AI-powered assistants like ChatGPT and Google Gemini to inform their e-commerce purchases, up from 22% in 2023. However, only 35% of respondents who use AI tools find them to be accurate often or always.
Holiday shopping
- Four-in-10 (42%) respondents plan to complete more of their holiday shopping online this year compared to last.
- One-in-10 respondents intend to do 100% of their holiday shopping online, double the 5% from the previous year.
- Almost one-in-three holiday shoppers will use retailer mobile apps (28%) and 24% will use buy-online-pick-up-in-store services (24%).
Other findings
- Approximately 89% of respondents have purchased a private-label product in the last 12 months, with packaged groceries (19%) and fresh groceries (15%) leading the categories.
- In-store, 64% of respondents have scanned QR codes to compare prices, check reviews, view detailed product information and access digital coupons – up from 46% in 2023.
The survey was conducted online by 1WorldSync via Pollfish in August 2024 among a randomized representative sample of 1,750 online and in-store shoppers in the U.S. & Canada. Results represent the population-weighted percentage share of the sample selecting each option.
