Shoppers in the US and UK tend to look at products in store before purchasing them online, according to new figures.
Shoppers in the US and UK tend to look at products in store before purchasing them online, according to new figures.
A report by Accenture Interactive polled 1,000 shoppers aged 20-40 in each country in order to assess how various new media activities were impacting their habits, reports warc.com.
Around 65 per cent of Brits and 55 per cent of US respondents had seen products on the internet, gone to view them in brick-and-mortar stores and then made an online payment for them via a digital channel.
In addition, 31 per cent of Britons and 28 per cent of Americans used tablets or smartphones to compare prices in stores, while 51 per cent of UK interviewees and 46 per cent of US respondents made final purchases on the web.
Furthermore, 93 per cent of consumers say they are more likely to buy from firms that use social media, cites mediabistro.com.
Baiju Shah, managing director of strategy and innovation for Accenture Interactive, commented on the figures: “The showrooming trend can pose a threat to retailers, given that nearly a third of our respondents make their final online purchases with other stores.
“But consumers don’t want to shop online exclusively, and our work with retailers shows that physical stores don’t have to compete on price alone but rather focus on the whole experience,” added Shah.
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