March 30, 2018

Typical Research and Purchase Process Among US Internet Users, Jan 2018 (% of respondents)


The typical path to purchase process for US internet users in 2018. Shopper trends see that a little over half of users (53%) begin research digitally while the rest research in-store (48%). Most shoppers completed their purchases in the same channel that they started in.


Data was provided to eMarketer by Murphy Research.


Data is from the March 2018 Murphy Research "2018 Shopper Trends Report: Understanding Shopper Behavior in an Omnichannel World." 2,789 US internet users ages 18+ with responsibility for household shopping were surveyed online during January 17-23, 2018. Respondents were female (52%) and male (48%). Respondents identified their ages as 18-24 (9%), 25-34 (18%), 35-44 (19%), 45-54 (20%), 55-64 (15%) and 65+ (19%). Respondents identified their household income as $45K and under (40%), $45K-$65K (20%), $65K-$100K (23%) and $100K+ (17%). Respondents identified their employment status as employed (57%), retired (23%), homemaker/stay-at-home dad or mom (10%), not currently employed, but looking for work (4%), not employed outside the home (4%) and full-time student (2%). Respondents identified their education as some high school (2%), completed high school/GED/HSED (20%), some college, associate degree, or technical school (38%), 4-year college degree/Bachelor's degree (25%) and post-college graduate school (14%). Murphy Research is a full-service market research firm.