The couch economy: Internet, in-app buying rising since COVID-19

By the Editorial Team · Tuesday, September 22, 2026

U.S. consumers are rapidly increasing their online and mobile spending, with Visa projecting that digital purchases will account for 58% of domestic spending by 2026. This shift marks a lasting change in shopping habits, fueled by technology like AI and reflected in rising expenditures on digital subscriptions, food delivery, and home entertainment.

U.S. consumers are increasingly shifting their spending habits toward online and mobile purchases, a trend that has accelerated since the onset of the COVID-19 pandemic and appears poised to continue in the coming years. According to an analysis by Visa Business and Economic Insights, the share of domestic spending occurring online is projected to rise from 48% in 2019 to 58% by 2026.

The shift is reflected in a growing proportion of frequent online or in-app buyers—defined as those completing 10 or more transactions a month—as a share of total active Visa cards. This segment has nearly doubled, from 13.1% in 2018 to an anticipated 25.4% in 2026. Consumers are increasingly using their smartphones, tablets, and laptops to purchase groceries, order food deliveries, access entertainment streaming services, and make other everyday purchases without leaving home.

Wayne Best, Visa’s chief economist, noted that digital purchasing behaviors initially surged during the pandemic but have since evolved into established consumer habits. He highlighted the growing role of artificial intelligence in helping shoppers locate better prices and deals online, enhancing the overall digital shopping experience.

Entertainment spending also reflects this digital pivot. The analysis shows subscription and pay TV purchases as a percentage of card spending grew from 10% in 2019 to an expected 17.5% in 2026, while expenditures on cinema tickets and concert events increased modestly from under 5% to just above 6% over the same period. Food delivery services have also gained popularity, with roughly 10% of card users projected to rely on these platforms by 2026.

Supporting data from the Bank of America Institute indicates that subscription spending—including streaming services—rose 7.7% in July compared to the previous year, despite an environment where consumers are generally more cost-conscious. This suggests that digital subscriptions remain a priority for many households as they balance entertainment options with budget considerations.

Overall, the emergence of what Visa terms the “couch economy” points to a permanent transformation in consumer behavior, with an increasing share of transactions happening through digital channels and a sustained preference for home-based consumption across multiple spending categories.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.