Verto Analytics (, a consumer-centric audience measurement company, has released a new report that provides contextual and granular insight into today’s cross-device consumer online shopping behavior along with factors that shape their buying journey.

With the proliferation of online shopping, fueled increasingly by mobile devices and integrated advertising within social media platforms, retailers are tapping into e-commerce sales now more than ever before. The National Retail Federation projects online retail sales will grow between 10 and 12% this year.

Verto’s report used its existing cross-device consumer-centric audience measurement methodology, analyzing a representative panel of U.S. consumers (ages 18 and above) in December 2017, tracking their behavior as it relates to cross-device online shopping and the path to purchase, to show what consumers are doing as they research, browse, and purchase goods online.

Verto’s data shows that while online shopping is a near-ubiquitous activity with 96% reach of the adult online population, habits are significantly different across age and gender. For instance, it is well known that women shop significantly more than men, but Verto’s data shows the early hours of the morning (2-5 a.m.) is the only time of day when men actually surpass women in online shopping. Regarding age, Gen X (ages 35-54) shops online more than any of the surveyed age groups, including millennials, baby boomers and those aged 75+.

In addition to demographic differences, usage of e-commerce properties varies throughout the day and week. While Target experiences a boost in traffic on Sundays, it still doesn’t outrank Amazon, which is the most dominant online shopping brand throughout the day. As indicated by this range in use, Verto Analytics’ analysis shows shopping is fully entrenched in consumer multitasking behavior, as consumers fold shopping sessions into other online activities (as well as looking at other shopping apps) as they move across devices and screens.

“Our data shows that consumer online shopping behavior has become normalized within their multitasking routine, making it increasingly important for brands and advertisers to accurately identify their target audience,” said Hannu Verkasalo, CEO of Verto Analytics. “With behavior dependent on factors such as age, gender, income, time, and day of the week, e-commerce apps and web services are in a heated race to capture consumer attention and influence their path-to-purchase – ultimately avoiding the dreaded abandoned shopping cart.”

Findings from the report include:

° 35% of online shoppers shop only on mobile devices, while 18% of online shoppers shop only on a PC device. However, the majority of total online shoppers use multiple devices in e-commerce.

° While total amount of time spent shopping on mobile devices experiences consistent activity throughout the day, time spent shopping on PCs shows a distinct peak between 6-9 p.m.

° The super shopper is a 47 year-old woman with a household income under $50,000 who spends 44 hours per month (nearly two whole days) shopping online, spending the majority of her time on Amazon, eBay, Walmart, and Craigslist.

° The majority of adult online shoppers are Gen X (35%), ahead of millennials (30%), baby boomers (31%), and those aged 75+ (5%). And millennials are most well-represented as light shoppers (based on amount of time spent per month), comprising 35% of that category.

° A heavy shopper will visit or use an online shopping property for 27 days over the course of a 30-day month – or near-daily online shopping activity.
° Total amount of time spent shopping online shows a spike in user numbers in the evening, but the average session durations are longer in the mornings, especially during 8-10am.

° When it comes to multitasking – one session during which at least four different apps are used with at least seven different “shifts” (from app to app) – the average shopping device session includes six distinct apps.

° Shopping apps are being used before and after other shopping apps (i.e. using Amazon and Target) in 23% of all shopping device sessions that occur on PCs, smartphones, and tablets. Social media and communications apps are used before and after shopping apps nearly 20% of the time.

° More specifically, Google, Amazon, and Facebook are the top 3 apps used before and after shopping apps. The presence of Amazon indicates almost all consumers are using Amazon in every online shopping session.