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Survey: Amazon is dominant, but how dominant?

A new consumer survey sheds light on how firm Amazon’s lock on e-commerce really is.

According to results of “Turning Browsers into Buyers,” a survey of 4,000 U.S. consumers from marketing platform provider inRiver, 53% of all shoppers are most likely to search Amazon first when they want a product. But this figure varies widely by generation.

The survey found that the most likely age group to search Amazon first is 65-plus, and then decreasing in the 45-64 and 35-44 ranges, and even further in the 25-34 age group. The youngest generation of buyers surveyed (16-24) is the least likely of all age groups to search Amazon first. They are also most likely to turn to other sources, including product review sites, YouTube, and brand website.

In addition, only 22% of consumers surveyed have used a voice assistant to buy a product, this number is on the rise in the younger age groups. At the 16-24 age group, 26% say they have used a voice assistant to buy products they’ve used before, and 18% have used one to try a new product. Additionally, 44% of people who have used a voice assistant to purchase products rate the experience as excellent.

Other notable findings include:

• More than half of shoppers (55%) research products online while in store, but the number is significantly higher for the 16-24 (nearly 70%) and 25-34 (67%) age groups.

• The majority (57%) of 16-24-year-olds report they buy with the intent to return, while only 19% of shoppers ages 65+ say the same.

• All age groups are 20% less likely to buy with the intent to return on Black Friday.
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