Survey: 42% of US online shoppers will use as primary holiday shopping destination

Ease of shopping, Prime membership and product reviews are top reasons consumers prefer

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It’s no secret that Americans do a lot of holiday shopping on, but new data put a number on just how popular the ecommerce giant is among US consumers.

According to a new survey from cross-channel marketing platform Signal, about 42 percent of US online shoppers will make their primary holiday gift destination in 2016. Forty percent specifically said Amazon won’t be their main holiday shopping site, while about 16 percent answered “I don’t know” — that’s almost an additional one-fifth of shoppers that could use above all other ecommerce sites this holiday season.

Signal says US consumers have three main reasons why they prefer Amazon over other ecommerce sites: 50 percent said shopping at Amazon is easy; 36 percent prefer Amazon because they’re Prime members; and 29 percent said they like Amazon’s product reviews and recommendations. Further down the list were Amazon’s prices and selection.

The survey took place online on June 9-10, 2016, and had 1,500 responses.

Prime has become a key revenue driver for Amazon. The company has shied away from revealing an exact number of subscribers, but CEO Jeff Bezos recently told Amazon shareholders that it’s in the “tens of millions.” That number should get a boost this holiday season, now that Amazon is offering monthly Prime memberships. Amazon has confirmed plans to do another Prime Day this year, but hasn’t announced when it’ll happen. Last year’s Prime Day happened in mid-July and, despite complaints about the products available, the company called it a big success.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Matt McGee
Matt McGee joined Third Door Media as a writer/reporter/editor in September 2008. He served as Editor-In-Chief from January 2013 until his departure in July 2017. He can be found on Twitter at @MattMcGee.

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