Market Overview

InfoScout Survey Reveals Early Insights on 2018 Amazon Prime Day Shoppers

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Following the First 24 Hours Trends Reveal Shoppers Still Prefer
Black Friday and Cyber Monday to Prime Day

Omnichannel consumer purchase panel provider, InfoScout, surveyed more
than 1,000 Amazon Prime Day shoppers who made a purchase on Amazon
within the first 24 hours of Prime Day. Early trends reveal Prime Day,
now in its 4th year, continues to grow - attracting more shoppers than
previous years.

The survey revealed the following:

  • Despite overall satisfaction with Prime Day deals, shoppers still
    rank Prime Day deals lower than Cyber Monday or Black Friday.
    53%
    of the shoppers were very satisfied or extremely satisfied with
    Amazon's deals and only 6% were not at all satisfied. Prime Day
    shoppers ranked Black Friday as the best retail holiday, followed by
    Cyber Monday, placing Prime Day in third place.
  • Mobile surpassed browser shopping. 41% of Prime Day shoppers
    shopped on computers while 67% shopped Prime Day via their mobile
    device. But voice-driven purchases have yet to catch on, with only 1%
    of shoppers indicating they used their Alexa device to place a Prime
    Day order.
  • People shopped at work. 31% of Prime Day shoppers admitted to
    shopping at work, and spent an average of 41 minutes of their work day
    shopping at Amazon.
  • Amazon accelerated the consumer electronics purchase cycle. 49%
    of Prime Day shoppers purchased from the consumer electronics
    category, and 54% of these same shoppers bought the brand they planned
    on buying. 57% of consumer electronics shoppers were planning to make
    that purchase on Prime Day and 24% indicated they had been planning to
    wait three or more months to make that same purchase, indicating that
    Prime Day accelerated the purchase cycle for these products.
  • Alexa was a star, and shoppers don't stop at just one. 83% of
    the Prime Day shoppers who bought an Amazon Echo product were planning
    to do so on Prime Day. Of the shoppers who own an Alexa device, 59%
    own two or more, and 41% of Amazon Alexa device shoppers indicated
    this was their first Alexa product.
  • Amazon kept shoppers on their site and away from competing
    retailers.
    61% of Prime Day shoppers only considered Amazon for
    the items they purchased on Prime Day, and 46% did not compare Amazon
    prices with any other website or retailer. Of those shoppers who did
    compare prices, 24% compared prices at Walmart, 14% at Target, and 9%
    at Best Buy.
  • Prime Day has become an established retail holiday. 84% of
    Prime Day shoppers planned to shop on Prime Day, up from 78% on Prime
    Day 2017. Additionally, 89% of Prime Day shoppers were aware it was
    Prime Day before they shopped, and 83% said that Prime Day influenced
    their decision to shop on Amazon that day.
  • Amazon marketing channels were the primary source for shoppers'
    awareness of Prime Day, but social media and prior successful Prime
    Days also helped spread the message.
    51% of shoppers were aware of
    Prime Day as a result of messaging on Amazon's website, 43% from an
    Amazon email, 40% from Amazon's mobile app, 42% from social media, and
    31% already knew about it from prior years.

"In just four short years, Prime Day has established itself as a retail
phenomenon," says Peter Greene, Practice Director of Consumer Durables
at InfoScout. "Amazon has built a holiday shopping occasion into
consumers' consciousness so much so that it is impacting annual spend in
a broad section of categories, none larger than Consumer Electronics.
Count on Prime Day 2019 to continue this trend, which is great news for
all retailers."

The survey was deployed to Amazon shoppers in real-time on Prime Day and
captured thousands of attitudinal insights before Prime Day even ended.
Survey recipients were sourced from InfoScout's panel of 100,000
American shoppers who have contributed more than half a billion receipts
from in-store and online shopping trips.

About InfoScout

InfoScout, now part of the Market Track family, helps brands and
retailers grow via next-generation consumer insights derived from
America's largest purchase panel. Through its portfolio of proprietary
mobile apps that engage a representative sample of American shoppers,
InfoScout captures nearly 1 out of every 500 shopping trips made across
the country. These shoppers also complete in-the- moment surveys to more
fully explain the "why behind the buy." With over 200 million
brick-and-mortar and eCommerce receipts captured annually, InfoScout has
rapidly become a primary source of real-time, omnichannel behavioral
insights for industry leaders such as Procter & Gamble, J&J, Red Bull,
Kroger, and Samsung. For more information, please visit http://www.infoscoutinc.com.

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