A study by Nielsen has found that whilst 77 percent of American consumers feel in-store shopping is the safest channel, a significant 59 percent prefer to head online for their purchases. Author: Deborah Bates
A study by Nielsen has found that whilst 77 percent of American consumers feel in-store shopping is the safest channel, a significant 59 percent prefer to head online for their purchases.
What’s more, 68 percent of respondents said they found online shopping the ‘easiest’ way to spend their money, drugstorenews.com reports.
Zeus Karravala, a ZK Research analyst, shared his thoughts on the news with pcadvisor.co.uk: “It’s no surprise that people are just happier about online shopping. I think it’s becoming easier to shop online. Almost every retailer has greatly simplified the process.”
Karravala added: “People often find something in a store and then buy it online to save money. Online retailers have gotten smarter.”
Despite the continued popularity of online shopping, mobile e-commerce – m-commerce, as it is affectionately called – hasn’t fared so well. Nielsen found that it was only rated as the most convenient shopping method by 38 percent of respondents, whilst only 27 percent described it as an easy shopping channel.
Nevertheless, the trend for heading away from physical stores and into the online realm continues to spread. Also, even if they aren’t using their mobile devices to shop, consumers are utilising them at some point during the sale process; namely using their smartphones to scan barcodes whilst in bricks-and-mortar stores. This helps them to compare prices.