Consumer Insights Roundup: 64% of U.S. Adults Have Shopped at Walmart Lately, 50% Deem Checkout Experiences “Very Important”

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • In 2018, 64% of U.S. adults (about 162 million) have shopped at Walmart in the past three months, according to market research firm Packaged Facts in the new report Walmart as Omnichannel Competitor. Packaged Facts estimates that more than half of U.S. adult purchased in-store or online from Walmart in the past three months. Walmart’s usage far outpaced supercenter competitor Target and bested the growing omnichannel omnipresence of Amazon.


  • A new study from Forrester Research and Digimarc revealed three of the most crucial factors influencing U.S. shoppers’ decisions: price, location, and checkout experience. While the first two were a given, the strong showing of checkout experience was a surprise. An even 50% of survey respondents cited checkout experience as “very important” and another 35% cited “important.” According to the report, “While it’s no surprise that customers don’t want to wait in long lines and have slow checkout processes, the extent to which they care might surprise many retailers.”


  • According to new research on shopping behavior by Salesforce and Publicis.Sapient based on a survey of 6,000 consumers and 1.4 billion e-commerce visits, 50% of digital traffic related to retail comes from mobile while 70-80% of revenue comes from physical stores. Even though 46% shoppers prefer to make purchases in store, 83% are using their phones while in the store to look at reviews, compare products and take photos. However, only 1.7 out of 5 stores are taking advantage of in-store app experiences and tailored push notifications.


  • A study conducted by Nielsen about the U.S. Hispanic community’s digital behavior shows that they over-index on new technology adoption against non-hispanics. Also, the internet is a natural resource for Latinos, as 60% of them were born or grew in the Internet age, vs. 40% non-Hispanics. Latino consumers also over-index on social media use and purpose-driven purchases. The study touches other aspects such as Hispanic influence on the U.S. mainstream, evidenced by food, music, pop culture, and entertainment.


  • The most recent Survey of the American Consumer® (Spring 2018 report), which focuses on the shifting digital landscape, has shown that although Facebook has seen some decline in the last month, it’s still the number 1 social media across all generations. Among the study’s findings, Gen Z’ers are 37% more likely than the average user to own an iPhone, and they are also 64% more likely to have downloaded or listened to a podcast in the last 30 days than the average adult.