Consumers have plenty of delivery options when it comes to purchasing, but it seems home is where the heart is.
According to "The eMarketer Ecommerce Insights Report," conducted in February 2018 by Bizrate Insights, a majority of US adult internet users surveyed said they prefer to get their digital purchases delivered to their home—though millennials are more likely to try more nontraditional methods, like getting something delivered to a locker, than their older cohorts.
Respondents were members of Bizrate Rewards, the Bizrate Consumer Panel operated by Bizrate Insights, with over 1.9 million panelists who provide feedback based on their experiences and opinions. This survey, provided by Bizrate Insights on behalf of eMarketer, provides a monthly consumer pulse of digital shopping behavior and intent.
By and large, respondents—regardless of age—were fans of home delivery. Fully 78.9% of those surveyed said they used that particular method for digital purchases.
"As creatures of habit, home delivery is the default option for most online shoppers, but across all age groups 40% of shoppers are still interacting with brick-and-mortar stores—either picking up items ordered online or shipping to the store," said Scott Macon, president of Bizrate Insights. "As retailers adopt an omnichannel perspective, customers have reacted by engaging with in-store returns and free ship-to-store options.