Consumers shop online 5 hours a week

As many as 96 percent of Americans are now shopping online, averaging about five hours a week making online purchases. A recently released survey and report from Bigcommerce in partnership with Kelton Global looked at the online shopping habits of 1,000 U.S. consumers and found that online shopping is becoming a necessity for some consumers.

The amount that consumers are spending online is growing and now makes up about 36 percent of their total shopping budgets, reported Women's Wear Daily (WWD).

"Shoppers are dedicating more of their time and budget to online shopping, and the frequency and number of online stores they purchase from has grown exponentially during the past few years," Troy Cox, senior product director at Bigcommerce, told WWD. "With e-commerce now such a prevalent part of America's buying habits, retailers have an incredible opportunity to reach more customers by opening their business to new channels."

According to the report, 80 percent of consumers make online purchases at least once per month, while 30 percent make online purchases at least once a week. In addition, 48 percent said they have spent more than planned when shopping online.

Almost half (48 percent) of customer journeys begin at e-commerce marketplaces, and last year online shoppers spent $488 on average at marketplaces such as Amazon or eBay, followed by $409 on major brands like Nordstrom or Best Buy.

In addition, the survey showed that online shopping is the channel of choice for 67 percent of millennials, who spend half their budgets online, followed by 56 percent of Generation X, 41 percent of baby boomers and 28 percent of seniors.

Despite the enthusiasm for online spending, the growth of e-commerce may be slowing, as a recent study by The Boston Consulting Group reported that a majority of U.S. shoppers don't plan to increase their online spending over the next three years. Some retailers are feeling the pullback, including Walmart, where sales through digital channels have slowed.

For more:
- see this Women's Wear Daily article (tiered subscription)