Food is one of the most underpenetrated digital sales categories in the US: eMarketer expects only 2.8% of food and beverage sales will occur online this year.
Despite persistent gloom and doom surrounding the retail industry, the first half of the year has been positive for most product categories. According to the newly released monthly retail sales report from the US Census Bureau, for H1 2018, retail sales (excluding auto parts and gasoline) totaled $2.06 billion, up 4.9% year over year.
Social amplification rates of US influencers were highest in the electronics category, at 0.66%.
The Social engagement rate for US influencers averaged 3.4% in H1 2015.
The average earned media value from US influencer marketing programs was 1.4 times higher in H1 2015 than the overall average in full-year 2014.
eCommerce and mobile-commerce spending on digital content and subscriptions increased by 27% year-over-year in 2014, almost doubling the overall retail digital commerce growth rate of 14%.
Social media users are more likely to respond to product offers shared by friends and family in their networks than to offers included in sponsored posts and social display ads.
On average, 44% of US shoppers combine online and in-person shopping activities across 15 product and service categories.
When asked about the products they planned to purchase digitally in the next six months, 22% of US internet users cited cosmetics—the second-lowest response.
Consumers around the world tend to be more likely to shop for than buy products online, although the gap between browsing and buying is relatively small for most product categories.