Live from New York—it's EMARKETER's Future of Digital Summit! Join EMARKETER's top analysts and industry disruptors, like Liquid Death’s Chief Media Officer, on September 9 at City Winery NYC. Get a front-row seat into what’s next in digital marketing, commerce, CTV, AI, and more—and stay tuned for more exciting speakers. Save the date! |
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MARCH 12, 2025 |
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What percentage of US consumers say tariffs won’t change their shopping habits? |
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A) 9% B) 12% C) 15% D) 18% |
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TOP STORY |
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Convenience matters, but today's cost-conscious consumers demand quality too. This shift forces marketers to rethink convenience's role in purchase decisions. |
Both online and physical retailers prioritize seamless experiences, but with different challenges. Brick-and-mortar stores struggle to deliver convenience, while ecommerce faces growing price sensitivity. |
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Here are five key stats that reveal how consumers view convenience in 2025. |
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IN THE NEWS |
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Roughly 1 in 10 Amazon shoppers (9%) intend to participate in the week-long boycott of the retailer taking place March 7 to March 14, according to a Numerator survey. |
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That’s not an insignificant number, considering that 69.8% of the US population are Prime users. But the boycott’s effectiveness is likely to be hampered by limited awareness: Just 27% of respondents knew that the spending “blackout” was taking place. |
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Our view: While consumers’ actions and survey responses don’t always match up, Target’s struggles and Costco’s surge show that people increasingly see spending as a form of activism, and are willing to vote with their wallets. |
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However, boycott efforts are likely to be more effective at retailers like Target, which largely deal in discretionary goods, than at companies like Amazon that have done a better job of making themselves indispensable to shoppers. |
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ANALYSIS |
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After more than a decade of healthy, double-digit compound annual growth, ad spending on digital audio services slowed dramatically in 2023, downshifting the space into a new era. While 2024 represented something of a bounce-back year, we expect annual ad spending growth rates to decelerate in each of the next four years, eventually reaching 4.5% YoY in 2028. |
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