Shoppers Happiest When Using Online And In-store Touchpoints

A new survey found that shoppers are the happiest when using online and in-store touchpoints. Most consumers (66%) like a mix of both in-store and online shopping experiences, according to a survey of more than 6,000 global shoppers from user-generated content (UGC) solution provider Bazaarvoice Inc. 

Meanwhile, only 8% of shoppers said they felt happiest when online. One-quarter said in-store, and 66% said a hybrid of both.

Age plays a role in shopping preference. While 75% of consumers aged 25-34 feel happiest with a hybrid of both in-store and online shopping experiences, only 56% of respondents aged 65 and older do.

Almost two-thirds of respondents (69%) use smartphones in-store, to compare prices, view product reviews (60%), get advice from friends and family (33%), and view product demos (30%). 

The survey also revealed that:

  • One in five respondents said they shop on social media such as Facebook shops (41%), Instagram stories (37%), and Instagram ads (36%).  
  • Eight in 10 respondents who shop online (79%) and six in 10 respondents who shop in-store (59%) conduct research online before purchasing. 
  • User-generated content comprises seven of the top 10 types of research respondents use before buying: product ratings, written reviews from verified buyers, expert reviews, questions and answers, recommendations from friends/family, shopper photos of the product, and visual reviews from verified buyers.
  • After seeing a product online, 80% of respondents are more likely to go in-store when it has a high price, 54% to check the quality, and 46% to get instant ownership.

“Consumers are savvier than ever before, researching products before buying them using every touchpoint available, making shopping less segmented than ever,” said Zarina Lam Stanford, Bazaarvoice’s chief marketing officer. 

“This allows businesses to utilize the voice of the consumer to their advantage. Providing it online, on social media, and even in-store, presents the research materials that shoppers crave no matter where they are.”