Study Shows Digital Engagement of US Consumers Linked to Employment Status

A strong labor market is a hallmark of a healthy economy. Consumers who are gainfully employed have more freedom to spend and spree, driving commerce and boosting gross domestic product (GDP).

But could employment also be key in reshaping consumers’ relationship with the internet?

PYMNTS research shows that employment is one of the biggest drivers of digital engagement in the United States. Consumers with steady jobs use digital technology in their daily lives 80% more than unemployed consumers — and not just to make purchases. Consumers with jobs use connected devices to do everything from buy retail goods to make shopping lists — and the more hours they work, the more they go online in their daily lives.

In the “ConnectedEconomy Monthly Report: The Employment Effect,” PYMNTS explores how a strong labor market has helped accelerate digital transformation of the ConnectedEconomy since November 2021. We surveyed 3,213 consumers to discover how a red-hot labor market is driving a surge in online activity, and specifically how much more they are using connected devices to improve their lives at home.

Key findings from our research include:

• Employment is a major driver of digital activity in the U.S. Consumers who are employed are nearly twice as likely as unemployed consumers to engage in any type of digital activity — regardless of whether or not they are transacting.

• A strong labor market drove digital participation across the board. Unemployment fell from 6.7% to 3.7% between November and August, coinciding with a 14% increase in overall digital engagement.

• The longer hours consumers work, the more engaged they are with the ConnectedEconomy. Consumers who work between 40 and 50 hours per week use the internet in their daily lives far more than those who work fewer hours, engaging in an average 58% of the 67 digital activities we track.

These are only a few of the key trends we uncovered in the latest edition of our ongoing research series. The “ConnectedEconomy Monthly Report: The Employment Effect” details how a red-hot labor market is driving a surge in digital activity across the country, especially in consumers’ use of smart home technology.

To learn more about how the strong labor market is accelerating the digital transformation of the U.S. economy, download the report.