In-store or online, consumers crave convenience
No matter their age, consumers have a preference for in-store shopping, but in-person and online shoppers agree that convenience is a must.
RALEIGH, N.C. — No matter their age, consumers have a preference for in-store shopping, but in-person and online shoppers agree that convenience is a must.
A survey by insights consultancy Brooks Bell found that consumers of all ages had made the majority of the recent shopping trips in person rather than via their computer or a mobile device. The tendency was highest among those older than 65 (77%), but even the youngest group of 18- to 24-year-olds conducted 60% of their buying in person.
Convenience was the leading factor among all age groups, with variety of choices and the ability to see and touch products usually in second or third place. However, the youngest consumers (those 18 to 34) put saving time ahead of variety and seeing items. Social interaction with staff or other shoppers ranked lowest among all groups.
The main drawback for in-person shopping across all ages was the prospect of crowds and long lines, cited by 58% of Baby Boomers at the low end and 81% of Gen Z at the high end. Parking/commuting was the second most troublesome aspect mentioned by almost all age groups; for Gen Z, limited inventory was the No. 2 issue.
Although the preference tilted toward in-person shopping, online shopping has some advantages, the survey found, again ranking convenience high, along with the ability to shop at any time of day and the absence of crowds and lines.
While these factors varied slightly by age group, they still rose to the top among all groups. The availability of customers reviews ranked lowest among the perks of online shopping among the respondents.
Looking specifically at the top seven categories people shop for in person, furniture and décor was cited by between 26% and 36% of respondents, with the highest percentage coming from Baby Boomers and younger Millennials.
Food and beverage were the most shopped for items in-person, with between 68% and 84% of respondents saying they are most likely to shop for these products at a store. Other popular in-store purchases included apparel and household products. Products in the same preference range as furniture and décor included pet care and health and wellness.
The Brooks Bell survey polled 700 U.S. individuals in July across different age groups.
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