A recent survey offers an interesting portrait of Amazon’s customers and how they use the platform.
Branding Brand surveyed 1,000 US internet users in February 2017, all of whom shop on Amazon and identified themselves as making the majority of purchases for their household. Interestingly, mobile devices—in the aggregate—were reported to be the primary purchasing channel for a majority of Amazon customers.
While desktop/laptop was the top channel for the highest percentage of respondents, smartphone shoppers—whether using the Amazon app or simply going to Amazon.com—actually made up a larger combined proportion, at 48%. Add in tablet buyers, and almost 60% of respondents identified mobile channels as their primary choice for shopping on Amazon.
The survey results contrasted with a similar survey of US internet users in December 2016 by CPC Strategy. In that survey, more than half of the Amazon shoppers said their primary device for purchases was desktop/laptop, while slightly less than half chose smartphones and tablets. (The survey differed in that included internet users who said they don’t shop on Amazon.)