More buy in stores, not online

18:57, Jan 21 2013
shopping stand
Shopping online is popular but more people still prefer to visit a store.

Kiwi retailers can take heart from an international survey that found consumers like to research products online but buy in stores.

A PWC report, "Demystifying the online shopper: 10 myths of multichannel retailing" is based on a survey of more than 11,000 online shoppers in 11 countries about their shopping habits.

The survey found 17 per cent said they would not buy online at all and shop entirely in retail outlets.

Social media was found not to be a major traffic driver to online brands and retailers, and the personal computer still reigned over smartphones or tablets for online purchases, with 97 per cent of respondents saying they do their online shopping on a PC.

While neither New Zealand nor Australia was covered by the survey, PWC's Auckland-based technology partner Paul Brabin said our market is very similar to those surveyed, which included Canada, the United States and the United Kingdom. Online shopping habits were likely to be similar, he said.

Brabin said many of the results were surprising, particularly that so many respondents still did their shopping in-store despite the rise of online sites.

In nine out of the 11 product categories surveyed, including clothing, electrical and furniture, the most consumers used physical stores for both research and purchasing.

Further, many consumers surveyed said they researched online but preferred to buy products at a physical store. Fairfax NZ

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