The web's most loyal shoppers are becoming even more devoted.
For the first time in a survey's five-year history, "avid" online shoppers — defined as those consumers who make two or more purchases on the web in a typical three-month period — said more than half of the purchases they made during that timeframe were done online.
The results, published as part of UPS' annual Pulse of the Online Shopper Study, were based on a comScore survey of more than 5,000 U.S. online shoppers. Although the findings are skewed toward consumers who already gravitate toward the web, and exclude the $602 billion bricks-and-mortar dominated grocery store industry, they nonetheless represent the latest in a steady climb over the past few years, as consumers become more comfortable buying items on the web.
Still, other findings from the report indicate that the store's role remains important to shoppers, as more choose to pick up their digital orders at a physical retail location.
"The industry is changing at an incredibly fast rate," said Teresa Finley, chief marketing officer at UPS.
According to the report, 51 percent of purchases by "avid" online shoppers over the past three months, excluding groceries, were made on the web. That compares to 48 percent in 2015, and 47 percent in 2014.