From Storefront to Doorstep: Unlocking the Potential of Digital Consumers

In the ever-evolving landscape of consumer behavior, online shopping has emerged as a dominant force, reshaping how Americans purchase goods and services. With the convenience of home delivery and the ease of finding specialty products, more adults are turning to the internet for their shopping needs. This digital revolution offers a treasure trove of opportunities for advertisers to connect with diverse segments of online shoppers. By understanding the behaviors and attitudes of these consumers, media planners and brand marketers can craft campaigns that resonate with their target audience and drive meaningful engagement.

Home delivery is becoming a preferred choice for shoppers

The surge in home delivery is a testament to the growing preference for online shopping. More Americans are engaging in the delight and convenience of receiving a package at their doorstep, whether it's a whimsical toy, a chic outfit, or the latest gadget. In fact, 44% of adults who bought toys or novelty items in the past six months received them via home delivery, a 5-point increase from six months ago. Similarly, 42% of adults who purchased women's clothing and 38% who bought men's clothing opted for home delivery, both up by 5 points. Electronics saw an even more significant rise, with 41% of buyers choosing home delivery, an 8-point increase from six months ago.

Not only are toys and electronics buyers increasingly opting for home delivery, but these consumers are also spending more money on these products compared to six months ago. On average, toy buyers who opted for home delivery spent $402 on toys in the past six months, up from $339 six months ago. Similarly, online electronics buyers spent an average of $813, compared to $634. These trends highlight the allure of home delivery and the potential for targeted advertising in these categories to reach buyers ready to spend.

Retail subscription boxes also saw a 4-point increase over the past 6 months, with over 110 million adults getting a box, up from 100 million in August 2024. Consumers report that subscription boxes help save them money (26%), and they appreciate and anticipate the variety of products included in each delivery (24%). Nearly 1 in 4 subscribers claim they get a retail box because it makes shopping fast and easy.

The theme of ease and convenience continues from clothing and electronics purchases to food purchases as well. Our latest data reveal 51% of adults use restaurant and take-out delivery services (up 3 points from six months ago), reflecting a broader acceptance of online services. Doordash leads this trend with nearly 96 million adults (37%) using their service, up from 88 million six months ago. Uber Eats and Grubhub aren’t far behind, at 31% and 25% usage respectively. Additionally, 46% of adults are using grocery delivery services, with Walmart+ (26%), Instacart (23%), and Amazon Fresh (18%) leading in that category. The benefits of online shopping and home delivery are clear, and advertisers should take the opportunity to establish presence on retail websites and apps that are ever-growing in popularity.

Social media shopping is rapidly transforming the retail landscape

Social media has transformed into a bustling marketplace, with nearly half (47%) of adults making purchases directly through these platforms in the past six months. Among social media buyers, 47% purchased clothing or footwear, 39% bought health or beauty products, and 38% got food or beverages via social media in the past 6 months. These Americans are not only using social media as a shopping and buying tool; they are also spending more money on most product categories compared to the average adult. In the past 6 months, social media buyers spent an average of $488 on health care products (Index to total adults: 170) and $494 on non-alcoholic beverages (154), compared to $287 and $321 respectively.

For these Americans, the top social platforms are Facebook (61%, 101), YouTube (59%, 110), and Instagram (48%, 121). They are 42% more likely than the average adult to use Twitch and 27% more likely to use Reddit. Brands should take the opportunity to reach this growing shopping segment by advertising products on popular social media and niche platforms that pop for these buyers.

Livestream shopping is a growing strategy to reach social media shoppers. Picture a seamless shopping experience where consumers can discover, browse, and buy products without leaving their favorite social media app. 1 in 3 American adults (33%) are already jumping on board with this trend by browsing products available in TikTok Shop. In fact, over 41 million adults claim to have made a purchase through TikTok Shop since its inception. YouTube Live follows in popularity, with 31% of adults having browsed the app, and 29% have browsed Amazon Live. Implementing livestreaming strategies into campaigns could expand reach to younger shoppers looking for a convenient shopping experience.

Americans want convenience and ease

Consumer attitudes toward online shopping further reinforce its appeal and reveal Americans’ strong preferences for convenience and variety. A significant 81% of adults believe delivery services make it more convenient to shop online, and 77% would use these services more often if they were free. The ease of finding specialty products online appeals to 76% of adults, while 61% appreciate the ability to stick to a budget. Moreover, 60% are influenced by same-day or express delivery options when making online purchases. These insights suggest that emphasizing convenience, variety, and cost-effectiveness in advertising messages can effectively attract online shoppers. Despite the advantages, nearly 50% of adults worry they won't find the products they want online, up 5 points from six months ago. So, advertisers should take the opportunity to highlight product availability and reliable delivery options as well.

Online shoppers represent a dynamic and growing segment that offers significant opportunities for targeted advertising. By leveraging insights into their behaviors and attitudes, advertisers can create compelling campaigns that resonate with digital consumers. The convenience, variety, and cost-effectiveness of online shopping make it an attractive option for many, and addressing their concerns can further enhance their shopping experience. Targeting these consumers with tailored advertising strategies will be crucial for driving engagement and achieving marketing success!

Sources: 2025 March Retail Trends Study (F24 USA), 2024 Fall MRI-Simmons USA

Activating digital consumers through MRI-Simmons

Through MRI-Simmons' activation solution, ACT, marketers can leverage trusted and nationally representative data to target and reach Americans receiving retail subscriptions, using food delivery services, buying on social media, or any other target discussed in this blog. Curate your audience with over 60,000 consumer elements: 1000+ attitudes and opinions, 6500+ brands in 1000+ product categories; and 90+ proprietary segments. Then, activate your audiences via the DMP, DSP, SSP, MVPD, or programmer of your choice.