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BizReport : Ecommerce : July 16, 2014


Survey: For certain items, in-person shopping still preferred

Though the bulk of Americans have made a purchase online, there are still things they'd prefer to shop for in person. That is the takeaway from a new Harris Poll out this week. According to researchers more than two-thirds (69%) of Americans say they've made at least one purchase online.

by Kristina Knight

Digital goods and clothing top the list of things American shoppers are comfortable buying online. In addition, a recent Harris Poll found 54% of Americans have purchased handbags or shoes online while nearly half (49%) say they've purchased personal electronics. Still, there are items most would prefer to buy in-store. Researchers found:

• 78% prefer to buy food in-store
• 67% prefer to buy over the counter meds in person
• 58% prefer to buy prescription meds in person
• 57% prefer to buy personal grooming products in-store

As for who is buying online, Millennials and Gen-Xers lead the way in all categories save the medical categories where Seniors and Boomers lead the way. The study also found women were most likely to purchase clothing/accessories online while men were most likley to have purchased digital content and personal electronics online.

How can brands get even more people to buy even more things online? Shipping leads the list of ways. The report found:

• 81% say they'd buy more online if shipping were free
• 70% say they'd buy more if return shipping was included for returns/exchanges
• 55% say in-store return options would influence their online buys

Image via Shutterstock

Tags: ecommerce, ecommerce trends, Harris Interactive, in-store shopping, online shopping










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