Digital Marketing Researches & Reports

Online Shopping and E-Commerce in USA, 2016 | Pew Research Center

E-Commerce & Retail | USA

The number of online shoppers is increasing rapidly year-over-year. In 2016, 79% of Americans reported that they made purchases online, with 15% do so on a weekly basis.

Read the below and find out more about online shopping and e-commerce in the US in 2016:

  • Americans under 60 years old are more likely to shop online. The highest rate (90%) is for shoppers aged 18-29 years.
  • 65% of all online shoppers reported that they generally prefer to buy in physical stores, while 34% indicate that they generally prefer to buy online.
  • Roughly two-thirds of online shoppers (65%) were more compare prices when making an online purchase decision.
  • 40% of US adults claimed that they always or almost always read customer ratings or reviews that other people have posted online when buying something for the first time, while 42% do so sometimes.
  • 51% of those who read online reviews said they generally give an accurate picture of the true quality of the product.
  • 39% of US adults cited that they have shared their experiences or feelings about companies or products on social media sites like Facebook or Twitter.
  • 41% of Americans assumed that access to consumer reviews helps “a lot” with ensuring the safety of products and services.
  • Only 24% of Americans indicated that they made no purchases using cash during a typical week.
Online Shopping and E-Commerce, 2016 Pew Research Center

A Graph Shows the Preference for Online Shopping Vs. In-Store in USA, 2016


Data were driven from 4.787 American online shoppers aged 18-65 and older. The margin of sampling error is plus or minus 1.94% points.

Pew Research Center

Market Research

Pew Research Center was a research project founded in 1990 by the Times Mirror newspaper company and called the Times Mirror Center for the People & the Press. The project conducted regular polls on politics and major policy issues. Today, Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes, and trends shaping the world.Pew Research Center conducts public opinion polling, demographic research, content analysis and other data-driven social science research. The center studies U.S. politics and policy; journalism and media; internet, science and technology; religion and public life; Hispanic trends; global attitudes and trends; and the U.S. social and demographic trends.


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