TECHNOLOGY

Study: Prime Day shoppers preferred this channel

BY Dan Berthiaume

Constantly connected consumers made their presence felt during the 2019 edition of Amazon Prime Day.

According to a new A.T. Kearney survey of 1,000 U.S. consumers who purchased a product discounted for Amazon Prime Day, a leading 60% of respondents shopped for Prime Day deals via mobile device. More than half (55%) of respondents shopped via desktop/laptop, with 30% using more than one device. Another 22% used a tablet, while 6% used an Amazon Echo voice assistant and 4% shopped at a physical store.

Results also show a dramatic year-over-year increase in consumers checking out sales promotions other retailers run during Prime Day. Sixty-one percent of respondents searched other sites for competitive offers, up from 40% in 2018. Thirty-one percent of respondents made a Prime Day purchase from a competing retailer, with Walmart, Target, and Best Buy the most commonly visited sites.

Electronics represented 22% of Prime Day discount spend across all sites. Following were other (16%) and apparel (15%). No other categories accounted for more than the 8% of discount spend share held by pharmacy and footwear.

The study also indicates 43% of the respondents were first time participants and 60% of those who purchased previously spent more this year. Prime Day 2019 was the biggest Amazon sales event yet, with over 175 million products sold. Sales surpassed Black Friday and Cyber Monday combined. Each day of Prime Day in 2019 (July 15 and 16) had more Prime membership sign-ups than all previous days.

In addition, consumer sentiment toward Prime Day became more positive after the event took place. Leading up to the event, 58% of respondents said they looked forward to Amazon Prime Day and its deals, while 66% said so following.

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