Key stat: 41% of US adults skip retail mobile apps because they prefer shopping in-store to see products in person, the top reason cited above payment privacy (33%) and phone storage (33%), according to a March 2026 survey from Ipsos.

Beyond the chart:

• The pull toward physical retail is showing up in actual traffic. US mall traffic grew YoY across every format in April 2026, with open-air centers up 3.5%, indoor malls up 2.2%, and outlets up 0.5%, according to Placer.ai's Mall Index.
• The friction with apps echoes broader digital trust gaps. Shoppers value the ability to see, touch, and try products before purchasing, per a February 2025 Criteo survey, and 34% of consumers who avoid AI shopping assistants point to privacy and data security concerns, per a July 2025 YouGov survey.

Use this chart: Drop this in your retail app strategy deck to push back on app-first roadmaps. Show product and CX leaders that 41% of US adults still prefer the in-store experience to a retail app, meaning apps need to add unique value beyond browse-and-buy that the store can't deliver.

Related EMARKETER reports:

• US Ecommerce by Category Forecast 2026 (EMARKETER subscription required)
• Forecast Mapbook: US Retail Sales 2026 (EMARKETER subscription required)

Methodology: Data is from the March 2026 Ipsos report titled "Retail, food, and beverage: Essential data and insights." 1,085 US adults ages 18+ were surveyed online during March 10-11, 2026.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.