Key stat: More US mobile shopping app users scan an on-screen QR code (14%) than open a marketplace app like Amazon (12%) after seeing a product on TV or streaming, according to a September report from RZR.

Beyond the chart:

• Shopping mid-show is already common. Some 31% of viewers have shopped for products related to the show they're watching using QR codes or shopping links, according to Horowitz Research.
• But don't count on taps alone. Overall connected TV (CTV) interactive ad engagement fell by half YoY in Q1 2026, according to BrightLine.

Use this chart: Drop this chart into your CTV planning deck to make the case for shoppable formats and on-screen QR codes. Show it to retail and media partners who assume Amazon captures TV-driven demand, and use it to argue for measuring CTV by post-view actions, not reach alone.

Related EMARKETER reports:

• The CTV Opportunity (EMARKETER subscription required)
• Holiday Shopping 2026 (EMARKETER subscription required)

Methodology: Data is from the August 2026 Rzr report titled, "Mobile Holiday Shopper Survey." 500 US consumers were surveyed online between July 23-25, 2026. The sample was weighted to the US census. All participants had at least one retail or brand shopping app installed, and had made a purchase through a retail app in the last 12 months.