Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

For Low-Cost Deals, Consumers Look Online

Individuals with higher incomes are more likely to be bargain hunters

Consumers are always on the lookout for a good deal, regardless if they're on a tight budget or in a position to spend freely

A recent survey of US internet users by Morning Consult found that when looking for low-cost options, 45% of consumers think it's better to shop digitally. By comparison, 24% said it was better to do so in-store. And that's the case for all respondents, regardless of income. 

Interestingly, respondents making over $100,000 annually are slightly more likely than those making less to think the best bargains will be found online.  

And those findings align with August 2017 data from Simmons Research, which found that higher-income shoppers—also known as affluents—are more likely to look for deals, whether that's online or in-store, than overall consumers. 

For example, 53.1% of respondents in the $250,000-plus bracket, and almost as many (51.2%) earning over $100,000 a year said that if they found something they wanted in a store, they would go online to seek a better deal. In contrast, 42.5% of total consumers felt the same way.