Saving Money Entices Internet Users to Buy In-Store - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

Saving Money Entices Internet Users to Buy In-Store

Desktop is still where it’s at for the majority of digital purchases

February 18, 2016 | Retail & Ecommerce

Internet users worldwide are most often influenced to purchase products in-store in order to save money, a GfK survey reveals.

Factors that Influence Internet Users Worldwide to Purchase Products In-Store vs. Digitally, Oct 2015 (% of respondents)

The survey, conducted in October 2015, shows that 56% of respondents are influenced to make in-store purchases by the allure of saving money, while only 26% are influenced to do so digitally. Another 51% of internet users make in-store purchases in part because they like to see and feel before they buy, and 47% routinely shop there already.

One reason might pique interest: 34% say they make digital purchases because of ease, which makes sense, as ease is certainly one of the benefits of online shopping. But 42% cite ease of purchase as a reason to buy in-store. While digital purchasing is certainly on the rise, there are still ways to entice internet users to make in-store purchases.

When digital purchases are made by digital buyers, they're most often on desktop—only 18- to 24-year-old buyers prefer smartphones to laptops or desktops, and even then, the figures are extremely close, at 34%, 33% and 32%, respectively.

Digital buyers aged 35 and up distinctly prefer not to make purchases on smartphones, with 15% of buys made on smartphones for 35- to 50-year-olds and just 7% of 51- to 68-year-olds preferring the device. While some of this can be attributed to the likely lower number of smartphones owned by those above 35, the figures also reflect that desktop is still where it’s at for the majority of digital purchases.

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.