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Research Outline
Prepared for Perrin G. | Delivered June 10, 2020
Consumer Online Habits and Behavior Trends
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Goals
To identify trends in consumer online habits and behaviors in the United States to inform the development of digital marketing services client communication.
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Early Findings
Trends in Online Habits
Time Spent on Smartphones is Increasing
Adults in the United States spent nearly
3 hours
(
2 hours and 55 minutes
) a day on their smartphones in 2019,
an increase of 8 minutes
a day from 2018.
This trend drove a
40% increase
in smartphone-based retail sales in 2019.
Voice Search is Gaining Share
As mobile gains momentum as a search vehicle,
voice search
is trending upward.
e
M
a
r
k
e
t
e
r
notes that, in 2019, more than one-third of US consumers claimed they would use a voice assistant monthly, a
9.5% increase
from 2018.
Gartner predicts that
30%
of all searches will be voice-enabled by 2020.
This trend is supported by advances in
speech recognition technology
.
The
efficiency
of voice search is driving this trend among consumers. It also makes search capabilities more accessible to those with
visual impairment
and those with more limited fine-motor skills.
Growth in Consumption of "Ephemeral Content"
Growing interest in online content that is "
available for a short time
and disappears" is a trend driven by shortening consumer attention spans.
This trend is evidenced by the growth in content such as
Instagram and Snapchat stories
.
Instagram "stories" growth is reported to have increased
25%
from 2018 to 2019.
Gen Z in particular likes to consume online content "
as quickly as possible
", giving rise to platforms such as Tik Tok, which focuses on short-form video.
Increase In Niche Social Platform Usage
Higher usage of
targeted sites
, such as Tik Tok and Twitch are gaining momentum and are a trend in online behavior.
Tik Tok usage
is growing among US teens and the number of US adult Tik Tok users grew by a
factor of 5.5
in 18 months.
Twitch, a streaming service largely focused on gaming (but since expanded to other types of content), is projected to grow from
37.5 million
US viewers in 2020 to
47 million
US viewers in 2023.
Online Video Content Consumption Continues to Grow
Digital video users in North America are projected to increase from
260.2 million
in 2019 to
280.3 million
in 2023.
Personalized videos
are a trend that will drive increased consumer engagement online.
A 2019 survey of 500 US adults found that
49%
of consumers watch 5 videos online each day (increasing from
44%
in 2018).
67%
said YouTube was their preferred platform for online video,
71%
claimed to watch video with sound, and
79%
reported being open to video advertising online.
A Facebook study found that
millennials
and an increasing use of mobile devices is driving the trend in online video consumption.
Increase in Adoption of Social Commerce
Between 2018 and 2019, traffic driven by social platforms to eCommerce sites increased from
6.7%
in 2018 to
9.1%
in 2019.
The percentage of US consumers who viewed a product on social media and then purchased increased from
23%
to
29%
between 2018 and 2019.
36%
of US internet users feel social platforms are "as important for making
product choices
" as other sources, an increase from
27%
in 2015.
The trend is driven by
females and younger
(18-34) shoppers.
Pinterest (
47%)
, followed by Facebook (
15%
) and Instagram (
11%
), are the social platforms most likely to drive social commerce.
Drivers of the trend
include increasing interest in social media platforms in general, the inspiration and influence of social media, the improving eCommerce capabilities of social media platforms (to help deliver a more "frictionless" purchase experience), and the growth of digital payment platforms.
Consumers Shopping More on Mobile
Mobile commerce accounted for
34.5%
of total eCommerce sales in 2017, and is projected to comprise
54%
of total eCommerce sales by 2021.
This trend is driven by the
convenience
of being able to shop from anywhere, at any time.
Technological advances
are also contributing to the growth in mobile commerce, including augmented reality (AR),
c
h
a
t
b
o
t
s
, and messenger apps. Gartner identified
AR-enabled shopping
as a top retail trend in 2020 and
48%
of consumers said they would be more likely to purchase from a retailer who provided AR-enabled shopping experiences (such as being able to "virtually try-on" clothes).
Growth in Social Media Usage Among Older Consumers
Usage of social media platforms, particularly Facebook, is
increasing among older consumers
.
Baby Boomers and the Silent Generation have increased their use of social media by
double-digits
from 2015-2019.
Growing Engagement With Online Communities
Online community (forums, blogs,
v
l
o
g
s
) participation has grown globally, from
72%
in 2017 to
76%
in 2019.
This trend is driven by a desire for sharing within a community environment and connecting with individuals who have similar interests (as reported by
66%
of consumers in a recent Globalwebindex survey).
36%
of US consumers said they were likely to post something positive or inspirational in an online forum.
More than
80%
of consumers said they would be receptive to brands participating in these forums, with community users valuing authentic brand participation ("
bold, offbeat, funny
").
Interestingly, participation in online communities may have come at the expense of social media sharing, as those who have shared personal details over social platforms has declined
35%
over a 5-year period.
Increasing Gen Z Influencer Following and Engagement
Since 2015, there has been a
40%
increase in Gen Z consumers who follow
V
l
o
g
g
e
r
s
.
70%
of Gen Z consumers follow an influencer on Instagram or YouTube.
Nearly half (
44%
) have made a purchase decision based on an influencer recommendation.
Over half (
52%
) of Gen Z consumers trust influencer brand recommendations, which is likely driving this online trend.
Jeff Cartwright, Vice President of Content at Morning Consult Research comments on the
influencer trend
, "Not only are influencers affecting
consumer habits and trends
— they’re really dictating and changing the way young Americans think about the culture and the world around them.
”
Summary of Early Findings Relevant to the Goals
In early research, we found a number of trends in online habits among US consumers, spanning device usage for online access, online content consumption, digital shopping behaviors, and online platform trends.
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
Our recommendations are based on the information we uncovered in early research.
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