A new study adds another data point to the pile of evidence: The most frustrating thing about shopping in-store is waiting in line to check out.
But the study from Mood Media did underscore that there are still aspects of the in-store experience that shoppers value.
Nearly three-quarters (72%) of US internet users surveyed said it was important to be able to touch and feel products—women (77%) even more so than men (67%).
Almost as many, 66%, said they liked the “instant gratification” of shopping, and 48% said they liked to be able to browse and discover items while shopping in a store.
A significant number of shoppers also said they liked to be able to speak to a shop assistant. Some 26% said having a human to speak with was a top reason for shopping in-store. And while older consumers were the most likely to consider this a key reason to shop in brick-and-mortar locations, younger shoppers were not that much less likely to appreciate it as well.