Spending is dropping overall, but online shopping is essential for most
- 67% of people say online shopping has been essential for their household during the coronavirus pandemic, and this rises to three quarters for those making $100,000 or more (76%).
- Nearly half (47%) of people have been spending less overall since the start of the pandemic, 36% are spending about the same as before, and just 17% are spending more.
- 40% of households have been spending more on online shopping since the start of the pandemic,
- Among Amazon Prime households, this number is 47%
- Among households that don’t use Amazon, this number is just 16%
- 76% of people saying they have made online purchases from Amazon since the start of the pandemic, more than twice as many as the second-closest online retailer (Walmart, at 36%).
- Coming in second to Amazon, 36% of people have ordered online from Walmart during the pandemic. Though it is a distant second to Amazon, Walmart has a clear lead over Target (21%), Home Depot (17%), eBay (16%), Best Buy (11%), and Apple (8%).
- 27% of people say they are likely to subscribe to Walmart’s upcoming subscription service, though just 7% say they are very likely.
- In the southern region of the US, this number rises to 31% likely subscribers
- 38% of Blacks and 36% of Hispanics are likely to subscribe to Walmart+, compared with just 23% of whites
- Those with household incomes under $50,000 are about 10 percentage points more likely to subscribe to the new offering from Walmart than those with six-figure household incomes (33% vs. 23%). This is the reverse of Amazon Prime’s subscription base; 50% of those with household incomes under $50,000 are Amazon Prime subscribers, compared with 85% among those with household incomes of $100,000 or more
- Enthusiasm is low across the board with those saying very likely barely crossing 10% among all groups
For full results, click through the interactive toplines below.
Read more about our polling methodology here.