59% of consumers who shop online also shop in-store, with 29% getting advice from friends via phone
Nearly half of consumers (47 per cent) expect to do their holiday shopping online this year, research from BuzzCity has found, but 20 per cent of those shopping in-store said using their phone to find information in-store is faster than ‘asking a shop assistant’.
It was also discovered that when shopping in-store, almost a third (29 per cent) use their phone to contact friends or family to get advice.
The research surveyed 13,000 consumers across 20 countries on their shopping habits from online and mobile to in–store, discovering that 59 per cent of consumers who shop online also shop in-store.
Whether shopping in-store or online, consumers look first for variety (33 per cent); they then expect products to be well displayed and easy to find (32 per cent).
It was also discovered that discounts come in third place (24 per cent) when shopping in-store and fifth place (14 per cent) when shopping online.
KF Lai, CEO of BuzzCity, said: “This report is a reflection of how consumers are increasingly empowered by technology and using every channel available to make more informed choices at their own convenience. The end sale is no longer either in-store or online, but a combination of both experiences in the customer buying process. The use of mobile in shopping complements the in-store channel rather than threatens it, offering another sales platform to reach the customer both in-store and online.”
Top destinations online and offline for holiday shopping are computers and electronics; books and music; and clothing and accessories.