Target vs. Walmart Online.

Scarborough Research released an analysis of the online purchasing patterns of shoppers of retail behemoths Wal-Mart and Target, comparing them to all consumers in the 75 local markets measured by Scarborough. The analysis reveals that 52 percent of Target shoppers made an online purchase during the past year, versus 35 percent of Wal-Mart shoppers. Almost half (45 percent) of Target shoppers spent $100 or more online during the past year, versus slightly more than one-third (35 percent) of Wal-Mart shoppers.

Scarborough found that Wal-Mart shoppers are either average or slightly below average for making purchases in several key shopping categories, while the opposite is true for Target shoppers. For example, Target shoppers are 25 percent more likely than all consumers to have made an online purchase in the clothing/accessories category during the past year, while Wal-Mart shoppers are six percent less likely to have done so. (The graphic below outlines additional online shopping category differences.)

“Demographics play a part in the higher Internet shopping among Target customers, since affluent consumers are more likely to be shopping online,” said Karla Eyerly, Manager, Advertising Marketer Services, Scarborough Research. “Additionally, our data shows that Internet shopping is more prevalent in larger local markets, so Wal-Mart’s heavy small market concentration certainly plays into the equation. However, their recent push toward attracting a more upscale consumer could change this equation and help Wal-Mart attract more online shoppers in the future.”

Over the last 15 years, Wal-Mart has emerged as a retail juggernaut, changing forever the retail landscape in the US. Wal-Mart is a national leader in virtually every retail category in which they compete.

• 71% of American adults in the 75 major markets measured by Scarborough report having shopped at Wal-Mart within the past three months. • At about the same time, Target has also emerged as a major presence in American retailing.

In the same 75 markets, 53% of adults report having shopped at Target in the past 3 months.

• From Main Street to Wall Street, these retailers are closely monitored. Their corporate strategy impacts marketing and media professionals locally, regionally and nationally. This complimentary study from Scarborough Research aims to provide a deeper understanding of Wal-Mart and Target shoppers, their other retail interests, buying patterns, and local market indicators.

In this analysis, Scarborough profiles Target and Wal-Mart shoppers in four

1. Those who shopped at both Wal-Mart AND Target (i.e. “Shared Shoppers”)
2. Those who shopped at Wal-Mart BUT NOT Target (i.e., “Wal-Mart Exclusive Shoppers”)
3. Those who shopped at Target BUT NOT Wal-Mart (i.e. “Target Exclusive Shoppers”)
4. Those who shopped at NEITHER Wal-Mart NOR Target

To view charts CLICK above on ‘More Images’.

To view study CLICK below (Adobe Acrobat Reader required):

http://www.scarborough.com/press_releases/Retail%20Study%20FINAL%2012.8.pdf