80% of U.S. Households shopped on Amazon last year $AMZN
Mr. Outwater is among the 17% of U.S. primary household shoppers who say they never shop on Amazon, according to data from Kantar Retail ShopperScape. While the percentage has steadily declined over the past five years, roughly 22 million American households didn’t purchase anything through the retailer this year.Those Amazon holdouts tend to be older than U.S. shoppers overall, with an average age of 57 versus 49, respectively, according to Kantar, and they tend to earn less—$45,700 in annual income, compared with $62,800 among all shoppers. They are less likely to have or live with children.
Source: Not Everyone Wants to Shop on Amazon – WSJ
This Wall Street Journal story focuses on people that didn’t shop on Amazon last year — the white unicorns of the Connected Society — and the various reasons for avoiding the eTailer. Some say convenience (“I just go to the store and pick up what I want”) while others it’s just simply a matter of not shopping online.
What stood out to us, however, was the flip side of the coin — if the estimates in this story are correct, over 80% of the approximately 125 million U.S. Households DID shop at Amazon! Think about that — What other single business did 80% of U.S. households shop at? The only ones we could think would even come close to that would be Wal-Mart (WMT) and fast-food businesses like McDonalds or Starbucks.
