54% of consumers worldwide prefer virtual shopping to physical stores

Recently, Bazaarvoice research found that 61% of consumers around the world are not only more willing to browse new products online than in-store, but they also think it is easier (64%) and more enjoyable ( 54%) to do so.

The survey of more than 9,000 consumers worldwide also revealed that while most people browse and discover new products online, people are more likely to make spontaneous impulse purchases when shopping in-store.

In the United States, the allure of convenience ( 59%), ease (46%) and greater product selection (39%) makes the Internet an attractive destination for browsing products.

Among various devices, smartphones are the top choice for online browsing for nearly half of consumers ( 41%), followed by laptops (28%) and desktop computers (21%). Due to the instant access at their fingertips, American consumers spend more time browsing products online compared to in-store, with the majority of online shoppers (53%) spending more than 15 minutes on a single browsing session.

Brand and retailer websites have a definite advantage in the online shopping channel as they are able to not only customize and make relevant landing pages, but also ensure that the website experience replicates the in-store purchase experience. In fact, a brand’s image on a website is more likely to lead to the discovery and purchase of a new product for more than a third of consumers (39%) than an internet search on sites such as Google ( 30%).

At the same time, fluctuations in product availability during the pandemic have created an accelerated shift in consumer brand loyalty. Ratings and reviews have become a key resource for U.S. consumers to decide whether to trust a brand, with three-quarters relying on customer feedback to help prove the quality of a new product. This becomes even more critical given that uncertainty about product quality is the main reason consumers won’t test a new brand.

Research Methodology: Bazaarvoice commissioned Savanta to conduct the survey research in March 2021, collecting data online among 9,082 consumers in the United States (2,005), the United Kingdom (2,015), Germany (1,500), France (1,529), Canada (1,006) and Australia (1,027).

It should be noted that there are certain errors in sampling surveys, and the survey samples mostly come from developed countries. The survey results are for reference only.

Online Shopping

E-commerce

Consumer Behavior