Across a variety of categories, US shoppers prefer to make purchases in-store rather than through digital channels, according to a new report from Market Track, a provider of subscription-based advertising, promotion and ecommerce intelligence solutions.
But when it comes to shopping (as opposed to actually buying) the results swung in a different direction.
In a survey conducted last month of over 1,200 US internet users who qualified as primary household shoppers, in-store purchasing beat out digital purchasing options by large margins for virtually every category of product. For big-buck purchases like cars, appliances and jewelry, an overwhelming majority of respondents preferred buying in-store to buying online.
There were only three types of products that consumers preferred to buy online—books, toys & games, and entertainment. And except for books, the difference was negligible.
But, setting aside product categories, the survey also asked about shopping preferences, and here the response was quite different.
When asked whether they preferred to do most of their shopping in-store or via digital channels, only the very oldest in the study—those 60 and older—said they preferred in-store shopping. And even amongst those older consumers, the preference for stores was a bare majority. (The question focused on non-grocery items.)