News Feature | September 17, 2014

New Survey Reveals Brick-and-Mortar Shopping Still Thrives, But Online Shopping Is Growing

Source: Innovative Retail Technologies
Christine Kern

By Christine Kern, contributing writer

Shopping Preferences Are Linked to Age and Gender; Younger Shoppers, Women More Likely to Shop Online and via Smartphones

A new survey has revealed that while Americans still love to shop at the mall, the physical and virtual shopping worlds are merging, particularly for Millennials (consumers between 16 and 24 years old) and women.

The survey, commissioned by leading digital marketing company SmartFocus, queried more than 1,500 consumers, and reveals that while the majority of consumers still prefer to both shop and spend their money in brick-and-mortar retail stores,  almost two-thirds (60 percent) are increasing their online shopping activities. This trend is most prevalent among women (71 percent) and Millennials.

The SmartFocus survey also demonstrated a significant gap in digital shopping preferences based on age group. Almost 50 percent of all Millennials spend more time shopping online than in stores compared to 27 percent of Baby Boomers (consumers aged 55 and up) who prefer to shop online.

The survey also discovered a gender gap, with women more likely than men to identify and buy products on a smartphone and receive offers from brands via smartphone or email. However, about half of both men and women in the US were open to sharing personal data with brands.

Showrooming was common across the board, with over 60% of respondents saying this was something they did. The most common reason for showrooming (70 percent) was price.

Millennials also are the most open to receiving product offers via email and sharing personal data with a brand in exchange for a more personalized shopping experience. Overall, three-quarters of US shoppers welcome digital offers and discounts, especially women, 78 percent of whom stated that they were receptive to digital offers.

Other survey findings include:

  • 70 percent believe that technological advances and the Internet of Everything will continue to change the way they shop.
  • By a 2:1 ratio, respondents report that they still love to shop at a mall or in a retail store, but 61 percent admit that they spot products at stores and then buy them online.
  • Bargain hunters are more likely to buy something if they've received a discount offer via email or text.
  • Over 60 percent don't understand location-based marketing and beacon technology, indicating a large, untapped opportunity to better educate consumers about its advantages.

"The US shopper survey shows that consumers are becoming more sophisticated about digital shopping," said Rob Mullen, SmartFocus CEO and retail marketing expert. "Using mobile phones and tablets to find bargains is becoming the norm rather than the exception.

"In today's digital world, it's about reaching out to shoppers with their preferred technology - their mobile phone - and offering them relevant deals. The survey reinforces that fact that shoppers know the value of their personal data - and are willing to trade some of that for access to discounted offers. Besides the sale in question, shoppers will also benefit when marketers are able to analyze their data. Data analysis enables discovery of previously unrecognized patterns of behavior and allows merchants to put together more relevant offers."