Online Shopping Trends

4 out of 5 shoppers consider the internet the single most “useful” resource for their shopping. By contrast, only half find customer reviews, TV and catalogs helpful. And three in four consumers say online research will influence the brands they buy and where they buy them. (Google, 2013)


Business-to-consumer (B2C) ecommerce sales worldwide will reach $1.471 trillion in 2014, increasing nearly 20% over 2013. (eMarketer, 2014)


Digital ad spending in the US will total $58.61 billion this year, and retailers’ ad outlays will comprise 22.0% of that figure, or $12.91 billion (eMarketer, 2015)


81% of shoppers start the product research process online. (Retailing Today, 2013)


Among US digital shoppers who had made purchases in the past 12 months, 78% reported webrooming (buying in-store after browsing digitally), and 72% said they showroomed (bought digitally after browsing at a store). (Accenture via eMarketer, 2014)


Before making a purchase in 2013, shoppers referenced 12 sources of information—up from just five in 2010 (Google and Inmar, 2013)


In the US, more than 30 cents of every ad dollar will be spent on digital media in 2015
(eMarketer, 2014)


64% of digital buyers began their online shopping journey with marketplaces (i.e. eBay, Amazon, Etsy, etc.). 48% start with their favorite etailer's site. 40% start with search. 29% start with social media. (eMarketer, 2015)

Digital vs Brick and Mortar Trends

Forty-seven percent of consumers buy on impulse in the store. Online, they only buy 25% on impulse. (eMarketer, 2015)


Much larger percentages of US internet users surveyed by PricewaterhouseCoopers in 2014 said checking online inventory (40%) and self-service checkout (36%) would improve in-store shopping than would digital mirrors (4%) or video walls displaying products (7%). (eMarketer, 2015)

90% shoppers still prefer to make their final purchase in a store. (Forbes, 2014)


95% of all retail sales are captured by retailers with a brick-and-mortar presence. (ATKearney, 2014)


A vast majority of retail sales are still occurring in-store—just 7.2% of US retail sales will come via ecommerce in 2015
(eMarketer, 2015)


US retail ecommerce sales will hit $340.61 billion in 2015, accounting for 7.1% of total US retail sales. Modest double-digit growth in sales this year and annually through 2019 will see ecommerce’s share of overall retail sales near 10% in four years’ time. (eMarketer, 2015)

Local Online Trends

Google search interest in "near me" has increased 34x since 2011, and nearly doubled since last year. (Google, 2015)


Google found that half of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same. Local searches lead to more purchases than non-local searches, and 18% of local searches on smartphones lead to a purchase within a day, versus 7% of non-local searches. (Google, 2014)


While over 60% of consumers have used the location information (phone number, store location, product availability) that’s available in ads, 72% of consumers who searched for local information on their smartphone visited a store within five miles, and 66% for computer/tablet. (Google, 2015)


Local inventory ads have a 5% higher average click through rate than regular PLAs, as a conservative estimate (Google, 2014)


By 2018, locally targeted mobile ads will represent more than half (52%) of overall U.S. mobile ad spend. Revenue from U.S. location-targeted mobile advertising has grown 55% from 2013 to 2014, and local advertising revenue will reach $15.7 billion by 2018. (BIA/Kelsey, 2014)

Paid Search Trends

Search began almost 44% of all US ecommerce transactions in Q1 2014. (Custora via Econsultancy, 2014)


In the last year, the number of PLAs displayed doubled, and the number of advertisers grew by 55%. (Jefferies Equity Research via Internet Retailer, 2014)


Global search spend projected to be $62.5 billion in 2015 (up 12.4% YoY) [$28.4 billion in US]. (eMarketer, 2014)


Today, 89% of consumers turn to Google, Bing and other search engines to find information on products and company/business/brand research. (Fleishman-Hillard) Whether they are evaluating multiple product choices, learning more about a particular brand, or seeking the opinions of people like them, search plays a critical role in a shopper's buyer path, and a key branding opportunity. (Brafton, 2012)

Holiday Shopping Trends 


29% of consumers start their holiday shopping before Halloween. (Google, 2014)


The growth rate of online sales was double that of local sales during the 2013 holiday season. (Google via WSJ, 2014)


During Q4 2013, mobile accounted for almost 35% of online traffic, up 40% YoY (IBM, 2014)

Mobile Trends

69% of shoppers engage with mobile devices at home to research retail items before leaving on a shopping trip. (MarketingLand, 2014)


45% of shoppers will make a purchase after seeing a mobile ad. (MarketingLand, 2014)


Shoppers’ digital interactions, including the way they use phones, tablets and computers to access Web sites, email and social media channels, now influence 36 cents of every dollar spent in the physical retail stores, or $1.1 trillion. (Deloitte Digital, 2014)


M-commerce sales account for just $40 billion, while mobile-influenced sales have reached $593 billion. (Deloitte Digital, 2014) 


US adults will spend an average of 2 hours 51 minutes per day with mobile devices this year. In 2013, daily time spent on mobile devices and on desktops and laptops was equal, totaling 2 hours 19 minutes, but this year, time with desktops and laptops will drop slightly to 2 hours 12 minutes, while mobile time will increase significantly. (eMarketer, 2014)



Consumers who used a device at any point in the shopping process converted to sales at a 40% higher rate. And 22% spent more as a result of using digital. (Deloitte Digital, 2014)


Mobile is projected to be 49% of digital ad spend in 2015, and 60.4% in 2016 (eMarketer, 2015)


By the end of 2014, mobile will represent nearly 10% of all media ad spending, surpassing newspapers, magazines and radio for the first time to become the third-largest individual advertising venue, only trailing TV and desktops/laptops. (eMarketer, 2014)


84% of digital shoppers used a device as part of the shopping process. (Deloitte Digital, 2014)

Mobile Holiday Shopping Stats: 2015 


49% of all US in-store retail sales, worth $1.7 trillion, were influenced by digital in 2014. In 2015, Deloitte expects that share to rise to 64%. (eMarketer, 2015)


Advertisers will spend more on mobile search ads than desktop: $12.85 billion vs. $12.82 billion. (Retail TouchPoints, 2015)


Mobile traffic this holiday will grow to 56% vs. 45% in 2014. (IBM, 2015)


Mobile % of sales will reach 26% vs. 21% in 2014. (IBM, 2015) 


50% of all traffic to retail sites is occurring on mobile. (IBM, 2015)

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Michael Griffin

Founder & CEO

As the founder of Adlucent, Michael brings over 12 years of experience in strategic search engine marketing (SEM), bid optimization, consumer demand intelligence and retail analytics.

Michael is a leading thinker and innovator in retail SEM and drives the technology and overall business strategies for Adlucent.

His first venture into the online retail space was in managing paid search for where he helped grow revenue by 300% year-after-year eventually becoming Amazon's largest worldwide partner in search.

Michael built Adlucent as a bootstrapped company and has grown it into a profitable business accustomed to achieving 75-100% year over year growth. Adlucent's growth has been highlighted in the Inc. 500 and the Austin Business Journal's Fast50 listings, and the company's culture has been honored as an AdAge Best Place to Work and an Austin American-Statesman Top Workplace.

Michael is frequently tapped as an expert on the strategies that foster high converting online traffic to drive successful e-commerce. An active member of the Research Committee, Michael participates in driving industry research and sharing results with retailers. Michael's work and perspective have been featured in major media outlets, including The New York Times, Inc. Magazine, the Search Insider and TechCrunch.

Prior to founding Adlucent, Michael attended the University of Texas at Austin pursuing a PhD in analytical chemistry where his thesis focused on advanced analytics for medical diagnostics. Michael is the recipient of the prestigious Watson Fellowship and received his BS degree from Davidson College.


Ashwani Dhar

Chief Client Officer

Ashwani Dhar is an experienced executive, entrepreneur and venture capitalist bringing sales, marketing, business development, and funding experience to Adlucent.

At Adlucent, Dhar is responsible for customer acquisition and overall client success.

During his tenure, he has expanded the company's customer base five-fold while achieving an industry-leading client retention rate. Ashwani has been also responsible for Adlucent's positioning and go-to-market strategy. He pioneered an innovative performance-based model that aligns Adlucent's compensation with its clients' success.

Prior to Adlucent, Dhar was responsible for revenue generation, market positioning and the ultimate business success for successful startup companies like Iconixx, Agea and Trilogy. Ashwani also founded and managed DC International, an international consulting company that focused on the emerging markets of Latin America.

Dhar began his career in strategic consulting for healthcare clients with APM and technology & operations consulting with Andersen Consulting (now Accenture). Dhar also served on the Board of Directors for Bigfoot Networks, Robot Genius and Perception Software through investments from his venture capital firm Venio Capital Partners.

Graduating from the Jerome Fisher Program for Management & Technology at the University of Pennsylvania, Ashwani earned a BS in Economics from the Wharton School and a BSE in Electrical Engineering from the Moore School. He also holds an MBA from Harvard University.


Tim Ozor

Vice President of Engineering

Tim has over 25 years experience designing and developing high performance software machinery. Tim leads all technology development and operations in the role of VP of Engineering.

Tim's responsibilities also include all data integration, tracking, reporting and analytics utilized by Adlucent.

Since joining Adlucent, Ozor has driven the development of Adlucent's leading edge BuyerPath™ application and analytics platform, which is being utilized to effectively and efficiently manage millions of keyword and product ads for some of the largest online retailers in the world.

Tim's body of work includes Unix operating system development, object oriented middleware design and large scale Web application architecture. Ozor was instrumental in the development of Austin-based Vignette's ground-breaking content management system which served as the core product for Vignette through its IPO and eventual sale to Open Text. Tim was one of the first developers on board at Vignette and was employee 15 at what came to be one of the most successful IPOs in the Austin high-tech industry. Prior to Adlucent, Ozor led the design and development of the highly acclaimed National Transcript Center, which provides a secure electronic trading system for the exchange of student transcripts.

Tim received his BS degree in Computer Science from Clemson University in 1986, and has been committed to achieving higher and higher levels of software mastery ever since. When he is not building industrial strength software, Tim enjoys windsurfing, rock music, and maintaining the lowest carbon footprint and body fat levels possible.


Brian Vogel

Head Coach - People & Culture

As Head Coach, Brian’s charge is to guide managers and Adlucites to their full potential. With 20+ years of experience as a HR executive and NCAA Division I Athlete and Coach, he instinctively relies on his vast experience in leadership development in business and athletics to bring forth leadership and business enablers.

Prior to joining Adlucent, Brian held various HR executive leadership positions at Verizon and USAA. More recently he led the HR functions at Austin-based FirstCare Health Plans and Campus Advantage. He played a pivotal role in the merger of Bell Atlantic and GTE to form Verizon, one of the five largest mergers in the 1990s. During the merger he directed team of 10 employees who orchestrated placement and /or displacement of 6,000+ staff. In subsequent roles key accomplishments included implementing a third party HR administrative solution valued at approximately $750K annually at Campus Advantage and instituting scientifically based recruiting processes resulting in a 33% improvement in average time to fill for key positions as well as a 20% reduction in turnover. He has also served as a Senior HR Consultant for vcfo and currently maintains his own business performance coaching practice ~ Sundog Coaching Group.

He holds a bachelor's degrees in business administration from University of Notre Dame where he concentrated in Marketing and was co-captain of Men’s Swimming and Diving team. He also has a master's degree in business administration from the University of Illinois where he concentrated in Human Resources at the nationally renowned School of Labor & Employment Relations.

When not coaching, Brian spreads his free time between trying to stay fit doing CrossFit and mountain biking, enjoying quality time with his two daughters Gracie and Elle, and serving as a business consultant to Little Helping Hands, the renowned Austin non-profit he helped found with his wife, Marissa.