Consumers Like to Shop Digitally, Pick Up In-Store - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Consumers Like to Shop Digitally, Pick Up In-Store

Men and women, and younger age groups, are doing it more

April 21, 2016

More internet users across nearly all demographics like to purchase products digitally and pick them up in-store compared to a year ago, according to research.

US Internet Users Who Like* to Purchase Products Digitally and Pick Up In-Store, by Demographic, Oct 2014 & Oct 2015 (% of respondents in each group)

King Retail Solutions (KRS) polled 1,211 US internet users ages 19 and older about their multichannel shopping habits. In October 2015, more than half of male internet users said they liked purchasing products digitally and picking them up in-store—and they had done it in the past year. That‘s an increase from the 45% of males who said they liked to do so a year prior.

Similarly, half of the female internet users polled said they like to purchase products online and pick them up in-store in October 2015, up from 36% a year before.

Breaking it down by generation, more millennials and Gen Xers like shopping for products online and then picking them up in-store compared to a year before. Baby boomers, on the other hand, seem to like the action a bit last compared to a year prior.

Likelihood/Adoption of US Digital Buyers Purchasing Digitally and Picking Up In-Store, April 2015 (% of respondents)

Consumers are increasingly using the buy online and pick up in-store option when they shop, especially if it means they‘ll save a few dollars.

A separate study from Blackhawk Engagement asked digital buyers about what would make them likely to try buy online, pick up in-store. Some 86% said they would consider purchasing this way to save $10 on a $50 item. Speed was also appealing: Nearly eight in 10 respondents said they would consider buying digitally and picking up in-store if it meant they could receive an item three days earlier.

Why buy an eMarketer corporate subscription?

Learn more about eMarketer data and insights »


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.