U.S. platforms used for online shopping inspiration or research 2023, by age group

According to a September 2023 survey, Amazon was the most used website or app by online shoppers in the United States for shopping inspiration and researching products being considered for purchase. Over 82 percent of respondents older than 35 years old used the platform for shopping inspiration, while more than 69 percent of respondents in this age group used it for researching items considered for purchase. Channels like Walmart, Target and eBay also remain popular for both usages. However, search engines were also mentioned by respondents, particularly for researching potential products to be acquired. Notably, TikTok was increasingly used by respondents aged from 18 to 34 years, with 24 to 22 percent of respondents in this age range using the platform for both inspiration and consideration of purchases.