Which sales channel do US consumers prefer to use for shopping – traditional bricks-and-mortar stores, online, or mobile purchases?
A recent survey by global research firm Nielsen has delved into the shopping habits of US shoppers to discover their channel preference: in-store, online or mobile.
A resounding 59 per cent of consumers surveyed said online shopping was their “overall favourite” channel. Meanwhile, 68 per cent rated it the “easiest” option while 68 per cent said it was the “most convenient” channel.
However, shoppers still rely on bricks-and-mortar stores for their reliability and safety – 69 per cent said it was the “most reliable” option and 77 per cent said it was the “safest” channel.
Mobile shopping still laggs behind online and the traditional store option: it claimed third place for all questions except 38 per cent for “most convenient” and 27 per cent for “easiest”; mobile came second to online in both cases.
However, shoppers are using their mobiles more and more to carry out price comparisons on the go before making the final purchase decision.
The below graph highlights the survey results for in-store purchase, online PC purchase and mobile purchase under the categories of most reliable, overall favourite, easiest, most convenient and safest.