The convenience factor was cited across a variety of subgroups. For instance, parents, grandparents and nonparents all cited convenience as the primary factor in the survey, with more than four in 10 in each category saying so.
Nonparents were much more likely, though, to cite pricing as a driving factor, as were—not surprisingly—millennials and lower-income shoppers.
The CivicScience data aligns with previous research that points to convenience and price transparency as the top motivators behind ecommerce preferences.
An April 2017 survey by Fluent LLC found convenience and cheaper prices were top reasons US internet users prefer ecommerce over shopping in-store. Similarly to CivicScience, Fluent found 52% of consumers like ecommerce because it’s convenient, and 39% shop online because it’s cheaper.