Online shopping is a mainstream activity—we forecast roughly 70% of the US population will make a purchase digitally this year—but more buying journeys still end offline.
That's according to a January 2018 Murphy Research survey, which found that the greatest share of purchases occur in-store. In a typical month, 69% of US internet users bought something in a brick-and-mortar store, while 22% purchased online and 9% bought something online for in-store pickup.
There was a slight skew toward internet users who started the research process online (53%) as opposed to in-store (48%), but once a shopper started in a particular channel, most completed a purchase in that same way. Roughly a third bought digitally when researching online, and 42% bought in-store when initiating research in a physical store.
Millennials are most likely to research products on their phone while in-store; 74% characterized that behavior as something they would do, followed by Gen Z (69%) and Gen X (60%). Boomers are far less likely to showroom (33%).
But while ecommerce still represents a small proportion of total retail sales in the US—we expected that share will reach 10.0% this year—digital plays an assisting role.