A majority share of consumers are now taking to marketplaces first when shopping online. According an August 2020 survey from ecommerce ad agency ChannelAdvisor conducted by Dynata, 53% of US adults said they began product searches at Amazon when planning to make a digital purchase. Consumers are also intending to lean on Amazon heavily this holiday season. About two-thirds of respondents to the ChannelAdvisor and Dynata survey said they planned to research gifts on Amazon, 20 points ahead of Google.
Gen Z and millennial Prime members were much more likely than those ages 40 and older to report a negative ad experience, as were male “super spenders” (spending $100 or more a month on the site), compared with their female counterparts.
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