71% of American consumers prioritize price when shopping online, with product quality becoming secondary

It is learned that on August 11, according to foreign media reports, a survey commissioned by Citibank and conducted by OnePoll showed that American consumers are becoming more and more cost-conscious when shopping online and focus on finding the best prices.

It is understood that the study surveyed 2,000 American consumers. The data showed that American consumers spend an average of 62 minutes a week shopping online, a total of about 54 hours a year. 52% of consumers said that their online shopping habits have increased in the past year, and price has become the most important factor for 71% of consumers, even surpassing product quality (46%).

Meanwhile, 60% of U.S. consumers always or often look for promo codes or other offers before making a purchase. 37% of consumers said they would not proceed with a purchase if it took too long to find a deal, a figure that rises to 51% among Gen Z and 46% among Millennials.

The survey also showed that 53% of consumers said they would never buy full-price items and only buy them when they are discounted. 34% of consumers believe that finding discounts is their "shopping superpower", far exceeding options such as finding free shipping services (18%) or discovering high-quality products (12%). For the money saved, 26% of consumers said they will use it to reward themselves, pay bills or buy other necessities .

As the shopping season arrives, the study also examined the extra efforts consumers are willing to make to get the best deals. Nationally, 11% of consumers are willing to wait in line for hours, and 15% will set an alarm to remind themselves. More commonly, consumers will download a specific app or browser extension (32%), make a plan (26%), or browse from multiple devices (26%).

Author ✎ Rayna/

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