Most US Smartphone Users Visit Retailer Sites or Apps Before an In-Store Purchase
Many internet users, meanwhile, often don’t visit a store at all before making a purchase
Over half of US smartphone users reported having visited a retailer’s website or app before making an in-store purchase as of May 2016, according to a report from Google and shopper insights firm Purchased. Over 50% of those surveyed also said they used a search engine and visited a store or other location prior to making an in-store purchase.
Among a long list of omnichannel shopping behaviors mentioned by Google and Purchased, those three were the only ones chosen by the majority of respondents.
The survey also queried US internet users about more specific sources of information used depending on their stage in the path to purchase.
For instance, when looking for inspiration or information, or when finding a local store or business, just 34% of internet users visited a retailer’s website or app. On the other hand, 71% did the same when making a purchase decision.
Using a search engine remained popular throughout all stages of purchasing, but few internet users are visiting a store for information or inspiration—under 10%, in fact. In-store shopping is more likely to come during later stages in the path to purchase.
But even so, less than 50% visit a store when making a purchase decision, suggesting that for a number of US internet users, visiting a store—period—just isn’t that important.
In September 2016, eMarketer estimated that there will be about 208 million US digital shoppers is 2016, and nearly 180 million digital buyers.