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Shopaholics & App Usage

Posted Sep 4, 2018

Online shopping has become the norm when it comes to consumers getting access to the products they want and need. Sometimes, however, this shopping can go from an occasional passtime to a weekly or even daily routine. According to Verto Analytics, if you’re part of the top 20 percent of online shoppers, you’re considered a shopaholic.

How does Verto determine who’s a shopaholic? Their insight is based on the amount of time consumers spend per month online with shopping brands and content. Heavy users, or shopaholics, are the most occupied with these brands and content.

Curious to gain a deeper understanding about the behaviors of the shopping community, Verto conducted research that looked into everything from shopaholic demographics to app usage times and preferences.

The U.S. adult online population has a slightly heavier female presence. Women make up 52 percent of the online community, while men account for 48 percent. Looking specifically at shopaholics, this divide is even more prominent, with women making up 60 percent of the group, compared to men who come in at 40 percent.

The devices most commonly used by shopaholics include computers, smartphones, and tablets, in that order. Peak smartphone usage, whether in general or during shopping-specific activities, typically occurs in the afternoon or evening, around 1pm, 4pm, or 7pm — whether it’s shopping around on their office lunch break, or finding the latest deals after the workday is done, shopaholics are more disposed than ever to take advantage of technology.

The heaviest days of use is Tuesday, while the lowest amount occurs on Sundays. The apps most commonly used during general activity include YouTube, Google Maps, Facebook, and Google Search. Taking a shopping-specific viewpoint, top apps used include Amazon, eBay, Poshmark, and Shopkick. While Verto didn’t dig into the specific uses of these apps, it’s not hard to figure out the primary uses for shopaholics: Reviews, general opinions, directions, and deals.

In addition to uncovering these insights, Verto also measured audience engagement with a given app, service, or website, which they call “stickiness.” Stickiness is calculated by dividing total daily users by total monthly users, and shows just how frequently a consumer uses a service. A higher stickiness percentage means a more loyal and engaged user.

According to their analysis, the stickiest apps among shopaholics include Facebook (79%), Google Search (74%), and Amazon (64%). Walmart, PayPal, and Wikipedia fall short on the list, with over a 40 percent gap in engagement. What about the stickiest brands? Amazon (64%), eBay (29%), and Walmart (20%) make up shopaholics favorite brands overall.

For advertisers who want to reach those shopping experts and dedicated consumers, understanding the target audience and their behaviors is the key to building successful advertising strategies. Now that it’s clear just how often shopaholics turn to their device and what apps they most commonly use, it’s up to companies to tap into this opportunity, connect with their consumers, and deliver exactly what they’re searching for.

About Verto
Verto Analytics provides a consumer-centric measurement solution for monitoring the complex behavior of cross-device consumers on every device, app, and platform they use throughout the day. They provide data and insights that inform marketing, competitive intelligence, media buying, and product strategy and development.

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