Amazon (NASDAQ:AMZN), Walmart (NYSE:WMT) and eBay (NASDAQ:EBAY) are among the top ranked online retailers in the eighth annual survey by Prosper Insight & Analytics. The survey qualified shoppers by age, income level and gender.
"These top retailers are still very much top of mind, but over the past year or so, consumers have grown more comfortable with online shopping in general," Pam Goodfellow, principal analyst with Prosper told the National Retail Federation. As a result, shoppers are more inclined to try new online retailers than they have been in the past.
In a continuing trend, Amazon clocked in at No. 1 in the survey. More than 56 percent of respondents listed the company as their favorite. The online retailer has gone the extra mile to implement new programs to keep customers satisfied, including the recently expanded same-day delivery service to seven new cities with more than 1 million available items. The company also expanded Sunday delivery to 15 new cities in spring.
"Amazon.com has become almost a de facto search engine for a lot of consumers," Goodfellow said, meaning many other big retailers will have to up their competitive edge to stay on task.
Walmart.com claimed the No. 2 spot, with 12.7 percent of the vote, followed by eBay at No. 3 with 6.3 percent of the vote. Kohl's followed closely behind at No. 4 with 6.2 percent, and Best Buy wasn't far afield either at No. 5 with 6.1 percent.
Zulily.com made the list for the first time at No. 21. Other newcomers include EddieBauer.com, No. 34; JCrew.com, No. 36; and Wayfair.com, No. 43.
Nine usual placeholders on the list who didn't make it this year include retailers such as Coldwater Creek, Aeropostale and The Children's Place—companies that have all seen a decline in sales in the most recent quarters.
The results of the survey varied by age group. Among millennials, Target edged out eBay for third place, and for Baby Boomers, Kohl's ranked third.
In terms of income, Amazon captured the greatest share of consumer support with 58.9 percent of their customers averaging more than $50,000 a year.
And while men and women shopped almost equally at Amazon, 54.6 percent of females versus 43.5 percent males preferred Walmart, and 56.5 percent of males versus 43.5 percent of females preferred eBay.
-See this National Retail Federation article
Amazon launches wearable technology store
Amazon launches Prime Pantry
New Amazon Fire takes aim at Apple
Amazon's Vine.com relaunches as online grocer with a twist
Live app testing pits Amazon against Apple