Key stat: One-third of US shoppers stay updated on their favorite brands by proactively visiting their website, according to a September 2024 survey from GALE.

Beyond the chart:

• 20.8% of US shoppers find new brands or products via brand websites or apps, according to a July 2024 EMARKETER “US Consumer Path to Purchase” survey.
• Price is the biggest factor that influences US shoppers to purchase from a marketplace versus going directly to a retailer’s site, according to a May 2024 survey by Digital Commerce 360 and Bizrate Insights.

Use this chart: Marketers and retailers can use this chart to highlight the importance of owned channels and illustrate the need for omnichannel marketing strategies.

Related EMARKETER reports:

• Path to Purchase 2024 (EMARKETER subscription required)
• Retail Trends to Watch in 2025(EMARKETER subscription required)

Methodology: Data is from the November 2024 Gale Group report titled, "From Clicks to Culture: Decoding the Identity Signals in Online Shopping." 2,000 US consumers ages 18+ were surveyed during September 2024.