Digital Marketing Researches & Reports

The Digital Shopper: Insights Into Today’s Most Connected Customers, 2018 | Field Agent

Consumer Behavior | Australia

“Digital Shoppers” are the most connected type of shoppers who purchase “everyday” items like groceries and household consumables online. Such kind of shoppers relies on e-commerce to satisfy many of their daily needs.

Take a sneak peek at the top line findings of the digital shoppers in the US and some other countries:

An Overview of the US Digital Shoppers Attitudes

  • All US digital shoppers buy groceries and household consumables (HG) online, 90% of them also shop for apparel online.
  • 8 out of 10 of US digital shoppers use Amazon to buy household consumables, while 71% use Walmart and 42% use Target.
  • 71% of respondents indicated that they have a standard Amazon prime membership.
  • In terms of device preference, 9 out of 10 use smartphones to purchase groceries/HC, while 68% use laptop computers, and 42% use tablets.

A Comparison Between Digital Shoppers Around the World

  • UK, Australia and Canada hold the highest number of shoppers who purchase online.
  • Amazon is the top online retailer for purchasing groceries and/or household consumables in Canada (77%), Germany (76%), the US (72%) and the UK (55%).
  • 20% of UK shoppers purchase more than half of their groceries & household consumables online, compared with only 11% in Australia, and 6% in both the US and South Africa.
Insights Into the Most Connected Customers in the US, 2018 | Field Agent

A Graph Shows the Top Online Retailers & Product Categories That US Online Shoppers Have Subscriptions in 2018


Data were driven from 9,088 US adults. The survey was conducted in March 2018.

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With a global network of more than 1 million Agents in 7 countries, Field Agent provides cohesive auditing and research solutions from around the world. Field Agent offers location-based information and insights to link companies with their distant operations and customers.Field Agent gathers data and insights from consumers around the world and blazes the trail for researchers and operators with best practices in the industry. It's clients range from Fortune 100 companies to local businesses, all of who need fast, accurate, real-time information.


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