The majority of online users conduct e-commerce. Whether they’re teens or adults most Americans buy things online. However the data show pretty consistently and clearly that the majority of e-commerce shoppers also prefer to buy in stores.
According to a December 2012 survey from Ipsos, roughly 60% of American consumers said they preferred to shop in stores vs. online. An earlier, March 2012 survey from Bazaarvoice found higher levels of satisfaction overall with offline purchases than those conducted online.
Source: Marketing Charts, data Piper Jaffray
As the chart above reflects large majorities of teens also prefer to shop in stores than online, despite the fact that nearly 75% of teens do shop online. And earlier today I posted on Internet2Go that 63% of survey respondents said they would rather buy locally, in a physical store vs. online.
All this and other data together indicate that between 60% and 80% of consumers prefer to shop locally. But perhaps the most compelling data above, from the Piper Jaffray survey, shows the next generation of consumers strongly prefers shopping locally to e-commerce.
What do you think? Do you accept this or dispute these data?