---
title: Consumers Are Shopping More Online
description: We no longer spend time in brick-and-mortar stores searching for deals. This change has led retailers to rethink and allocate more online advertising spend.
---

# Consumers Are Shopping More Online

By Semcasting Updated on February 26, 2024 2 min read

# Consumers Are Shopping More Online

## Expand Your Reach to ALL 249 Million Unique Consumers!

All we need to do is look in the mirror at our own shopping habits. No longer do we spend our time in the car going to local brick-and-mortar stores searching for deals. We do our research online, as it is more convenient and cost-effective. This change in behavior has led many retailers to rethink their marketing strategy and allocate more advertising spend towards online adverting. Although straight forward in theory, this new approach can be difficult to implement, since available targeting options for retailers often use decade-old cookie based ad delivery systems which can only reach one out of three unique consumers in a store trade area.

Here’s an example. When a luxury brick-and-mortar department store goes-to-market with their spring lines, a need arises to reach targeted audiences within five to ten miles of the storefront. The target audience – 35-60 year olds with a household income above $200k. The objective is to reach all of them with unique product messaging.

In this example, a retailer who uses cookies will only be reaching the 30% of the qualified audience with an active cookie leaving 70% of their audience untouched. This gap is attributed to the fact that 50% of consumers block cookies, and nearly all mobile devices do not except cookies.

With Smart Zones, retailers can overcome these challenges through:

- Increased Reach: Smart Zones provides reach to 249 million people and 18 million businesses
- Enhanced Privacy: No use of cookies and 100% privacy-friendly
- Data Integrity: True demographic coverage including over 750 data variables for affluence, home ownership, family demographics, social reach and ethnic origin

![Semcasting](https://blog.semcasting.com/hubfs/template/logo-semcasting_archer.svg)

### Semcasting

## Keep Reading

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#measurement

### Measurement Can Be Simple: Clarity Drives Success in Retail Media

Sep 24, 2025 · 3 min read 

](https://blog.semcasting.com/measurement-can-be-simple-clarity-drives-success-in-retail-media)

[![CTV Advertising: Who's Winning Here?](https://blog.semcasting.com/hubfs/AdobeStock_740292025.jpeg)

#measurement

### CTV Advertising: Who's Winning Here?

Aug 19, 2025 · 3 min read 

](https://blog.semcasting.com/ctv-advertising-whos-winning-here)

[![My Vacation Was Great, Except for the Ad That Wouldn’t Quit](https://blog.semcasting.com/hubfs/AI-Generated%20Media/Images/an%20empty%20flat%20beach%20and%20shoreline-1.jpeg)

#AudienceTargeting

### My Vacation Was Great, Except for the Ad That Wouldn’t Quit

Jul 23, 2025 · 3 min read 

](https://blog.semcasting.com/how-repeated-ads-nearly-ruined-our-vacation-and-what-brands-can-do-about-it)

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