More than half US consumers prefer online shopping to bricks and mortar

The "easiest" and "most convenient" form of shopping

Some 59% of US consumers prefer making purchases online rather than in-store or using a mobile device, according to a study conducted by Nielsen. Online shopping is considered the “easiest” of the three forms by 68% of those polled and 68% say it the “most convenient”. Despite this, doubts remain over online fraud, with physical stores still considered the most trustworthy. Some 69% say they are the “most reliable” and 77% that they are the “safest”.

The report suggests mobile e-commerce has some way to grow, ranked the lowest across all measures apart from “most convenient” at 38% and “easiest” at 27%. Mobile shopping is making some progress, however, with comScore reporting earlier this year that half of US smartphone users have researched products on their mobiles while in physical stores.

Related reading

Leave a comment