A 2012 study by Latitude found 65% of shopper’s research products online and then make a purchase in-store. An August report from Concentric Marketing reveals that Millennials, although adept at digital, still prefer a traditional brick-and-mortar shopping experience over e-commerce for the majority of their regular purchases. When asked the type of store they prefer to shop the most, nearly 60% cited the traditional grocery store and mass merchants such as Target and Walmart. Consider a few more stats:
- In the previously mentioned Latitude report, seventy-nine percent of participants were interested in having digital content delivered to their mobile phones while in-store.
- A Wave Collapse study reveals that 93% of people who use mobile apps in stores have bought something at a physical location in the last week, compared to 84% of non-users.
- Consumers average 2.2 grocery store trips per week, rising from 1.7 in 2011. (US Grocery Shopper Trends, 2012)