All-America Economic Survey

All Amazon, all the time

A UPS worker carries an Amazon box to be delivered in New York in July.
Eduardo Munoz | Reuters

Seattle-based e-commerce giant Amazon releases little about its consumer base, but the latest CNBC All-America Economic Survey shows just how big of an influence Amazon has over online shoppers.

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According to the survey, 40 percent of all adults search Amazon "always" or "most of the time" when shopping online, compared to just 10 percent who say they never include Amazon in an online search.

But there are even more striking figures. The conversion rate, or the number of visits to the web site that result in a purchase, is massive. Some 50 percent of those Americans searching Amazon most frequently are actually making a purchase. This is significant because the widely cited retail industry average for turning online searches into purchases is a mere 3 percent.

Additionally, CNBC's All-America Economic Survey reveals the demographics behind Amazon shoppers.

The data show they are younger, have higher incomes, are college-educated and live more on the west and east coasts. Surprisingly, Amazon is attracting a fair number of older Americans as well.

Of those aged 65 and older who already shop online "always" or "most of the time," 41 percent turn to Amazon to search products and nearly half of those also make a purchase.

All-America Survey shows may be blue Christmas
All-America Survey shows may be blue Christmas

What Americans value most in their Amazon experience was also somewhat surprising.

When asked to rank the importance of various attributes of Amazon, "the level of security for personal information" ranked highest, and a close second was price.

After security and price, shoppers rank "product selection," "site navigation" and "shipping" on par with one another in terms of importance.

Interestingly, the least important of Amazon's attributes in the survey was its Prime membership program—which provides free, fast shipping on millions of products.

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While it's not a major surprise security is top-of-mind for consumers, it rarely is an attribute that trumps price. Consumers have also been quick to forgive the issue in past. Following Target's December 2013 data breach, its sales and traffic returned to pre-breach levels in just six months.

The two lower-ranked attributes — shipping and Prime membership — may in fact be the perks that keep consumers coming back to Amazon, as many industry reports cite "shipping costs" as the top reason shoppers abandon their online carts.