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Consumer Shopping Preferences Shifting: Online Vs. Traditional

Growing positive marketing efforts and results have consumers shifting preferences when it comes to digital shopping versus the in-person shopping.

According to Nielsen, online purchasing for consumers — when it comes to “easiest” — tallied a 68% positive response. This compares with mobile purchasing’s 27% score and in-store’s 20% number.

Online also gets a 68% number when it comes to “most convenient,” as well as getting an overall “favorite” score with 59%.

But in-store consumerism — buying stuff in brick-and-mortar stores — does have its positives, too. Old-time shopping grabs a 69% score when it comes to “most reliable” and a 77% number when it comes to “safest.”

Mobile shopping efforts are growing — but still behind overall online and traditional shopping.

It was in third place across all measures except for two: It was a distant second to online for “most convenient” (38%) and “easiest (27%).  Its worst effort was with “safety” at only 7%. Online shopping was better at 22%, but still way behind the 77% for traditional shopping.

After traditional shopping’s overall 59% in the “favorite” category, online had a 31% score, and mobile took a 13% number.

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via MediaPost Publications Consumer Shopping Preferences Shifting: Online Vs. Traditional 06/07/2012.


About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.


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