In Audience Measurement

Shopaholics Webinar Recap
Last month, Verto presented the webinar, “Verto Audience Spotlight: Shopaholics,” based on our new Audience Spotlight report series. Audience Spotlight monthly reports provide a cross-device, consumer-centric view on a specific audience, with a deep dive into user demographics and rich behavioral metrics on a selected audience segment. The latest webinar focused on Shopaholics, the top 20% of U.S adults (ages 18 and above) based on the amount of time they spend on shopping properties. In this post, we share one of the key insights from the webinar. Interested in the others? Listen to the webinar on demand.

Who is a Shopaholic?  
The chart above compares the age composition of the general online population against the Shopaholic segment. According to Verto Analytics data from May 2018, the age distribution of Shopaholics shows a higher representation among audiences in age groups 35-44 and 55+, while showing lower representation among audiences in age groups 18-24, 25-34 and 45-54. In addition, Shopaholics are concentrated in the Female demographic, with a 40% male and 60% female split, compared to the makeup of the U.S. adult online population, which is 48% male and 52% female. While it may not be surprising that women make up the majority of online shoppers, it is notable that the highly active shoppers in the millennial (25-34) and gen Z (18-24) demographics do not make up the majority of Shopaholics.

A Week in the Life of a Shopaholic
In order to identify which devices Shopaholics prefer to use over the course of the week, Verto charted the usage by average time spent per user on each device, broken out by hour of the day. Shopaholics tend to shop on PCs during weekdays: PCs are the most popular device for online shopping and are most heavily used on Tuesdays (the lowest usage day is Saturdays). T Smartphones see a similar usage pattern; the heaviest day of use on Tuesdays, and the lowest amount of usage on Sundays. For tablets, the heaviest day of use is on Fridays and the lowest day of usage is on Sundays. Shopaholics may be highly active on weekdays due to the fact that they are working and thus unable to shop at physical retail locations. Meanwhile, weekends may provide consumers with the opportunity to shop in-store.

As the e-commerce industry expands, it is important for brands to understand and identify the most active shoppers, where they shop, on what devices, and at what times. While it may not be a surprise to some that women make up the most active shoppers, the high concentration of Shopaholics in the 55+ group is intriguing.

Interested in learning more about Shopaholics? Check out the webinar on demand here.

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