Say-do gap among U.S. active online shoppers 2022

In March 2022, a study was conducted to measure the difference between self-reported e-commerce shopping behavior and the actual activity of frequent digital buyers. A 'say-do gap' was found in almost four out of ten online consumers analyzed, as for 38 percent of them, the self-reported activity did not match their actual online shopping behavior.

Distribution of active online shoppers based on self-reported e-commerce activity aligning or not with their actual behavior in the United States in 2022

Characteristic	Share of respondents
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Release date

April 2022

More information

Region

United States

Survey time period

March 2022

Number of respondents

53,749 respondents*

Special properties

consumers who had at least five digital shopping behaviors in a given product category over a 30-day period

Supplementary notes

* Nationally representative.
Opted-in members of DISQO’s customer insights platform were asked: "Have you shopped for [automobiles/travel/groceries] online in the past 30 days?"
Their answers were later compared to data on their actual digital behaviors collected over the same, backward-looking 30-day period and the behavioral data was matched to individual survey respondents. Keyword searches, website visits, and mobile app launches were tallied across lists of keywords, websites, and apps in the three study categories. Each consumer who had five or more of these digital events was labeled an "Active Shopper."

According to the source: "The Say- Do Gap represents the difference between what someone says they did and what they actually did. It may represent an error in their recollection, or it may be that for some reason… the respondent misrepresents their actual behavior. This may relate to a belief system about behaviors they aspire to or feelings about being judged for what they actually do."

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