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Survey says physical stores still preferred over online

According to the survey, only 27 percent of U.S. consumers say they shop online weekly.

February 9, 2015

While the digital age has encouraged more consumers to shop and browse products on the web, physical stores are still primary destinations for shoppers, according to PwC's annual consumer survey, "Total Retail: Retailers and the Age of Disruption." Based on a survey of more than 19,000 respondents globally, the report reveals that the physical store remains the retail touch point with the highest frequency, driving retailers to transform in-store experiences with differentiated storefronts that turn stores into ultimate shopping destinations.

According to the survey, only 27 percent of U.S. consumers say they shop online weekly. Reserving the strength of the traditional store, 68 percent of U.S. respondents say they have intentionally browsed products at a store but decided to purchase them online, while 73 percent say they have browsed products online but decided to purchase them in-store. Sixty-five percent of the respondents noted delivery fees as the reason for purchasing in-store, as well as having the item immediately (61 percent), and trying it on/seeing it (61 percent).

"For the past several years, the story around retail stores was 'showrooming,' in which stores were places to display items for online purchase. However, this year's survey results reveal that the online shop has also become a showroom where shoppers research and compare prices for later, in-store purchases," said Steven Barr, PwC U.S. retail & consumer practice leader. "As online shopping continues to grow at the expense of store visits, we expect the premium in the future may be on creating unique, brand-defining store and online experiences that keep consumers coming back."