US Retail: CSR Insights

Key Takeaways:

• Given the uncertain macroenvironment, consumers are more cautious in their spending, a trend which is evident in Sensor Tower’s analysis of Amazon, Walmart, Target, Kohl’s and etsy using the Consumer Intelligence platform.

  • Consumers have increased frequency and duration on the apps of Walmart and Amazon, given their value pricing and broad assortment, especially consumables; on a YoY basis, time spent trends followed YoY trends in session counts, with both Walmart and Amazon seeing positive growth, while the others saw declines

  • Within the ST retail cohort, Amazon is clearly an app that has seemingly become indispensable in users’ everyday lives, with nearly 31% of users opening the app more than 15 days per month in the US. This is over 20 pps higher than Target and Walmart, its nearest rivals, based on ST’s Power User Curve feature

  • Amazon, a retailer where more than 61% of users start their shopping, had the lowest growth in the number of churned users at 12% QoQ, followed by 19% at etsy and 21% at Target. Notably, Walmart’s churned users rose 25% in 1Q23 QoQ, perhaps led by a pullback in non-core shoppers who used the app during the holiday season but not as part of their regular shopping habits

    • Amazon has the lowest penetration of churn amongst the cohort at just 7% in 1Q23 compared to 19%, 21%, 23% and 35% at Walmart, Target, etsy and Kohl’s, respectively

For more information, request the full report from reports@sensortower.com.