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Survey shows that a majority of consumers will shop online for the holidays

November 20, 2013

An ongoing shopper behavior study conducted by The Integer Group and M/A/R/C Research shows that 30 percent of shoppers say the ease, speed, and low prices offered online make it a clear solution for the value and time-saving shopping experience they seek. More shoppers will engage in couch commerce since they know that they can find the widest selection at the best price without leaving their couch or dealing with the masses.

Although mass merchants remain a popular holiday shopping destination for those who want to experience the nostalgic festive experience in stores, 54 percent of shoppers say they will take advantage of free shipping deals that online retailers can offer.

The study also shows that more men plan to do their shopping with online retailers because they say spending as little time as possible is the most important attribute for holiday shopping, while more women will shop at mass merchants as they say having an enjoyable experience is the most important attribute.

Shoppers choose different channels at different times during the shopping season, with mass merchants being the choice destination for Black Friday and last minute shopping.

"The length of the holiday-shopping season allows shoppers to interact with brands and retailers multiple times and across multiple touch points. Shoppers increasingly expect a multichannel shopping experience that allows them to easily transact across websites, smartphones, and store aisles," said Craig Elston, senior vice president of insight and strategy at The Integer Group. "Brands and retailers should take time to evaluate and understand how customers move through these various touch points to ensure that their priorities are being met throughout the path to purchase."

Additional findings in the holiday edition of The Checkout include:

• 43 percent of Millennials will take advantage of Black Friday deals;
• 6 percent of holiday shoppers will use smartphones as an information resource in 2013, compared to 4 percent in 2012;
• 18 percent more shoppers will use online tools (e.g., search engines, e-retailers and brand websites) this year vs. last year; and
• mobile tools as an information source is a result of greater adoption among 35- to 49-year-olds and 50-plus-year-olds compared to 2012.

Read more about consumer behavior.