comScore: Online Shoppers Shop Offline-Only 21% of the Time

A recent comScore / UPS study titled Consumers Demand More Flexibility When Shopping Online has a slew of interesting omnichannel data nuggets, not the least of which is this—online shoppers complete a shopping experience exclusively online about 39% of the time which is nearly 2X more than they do all their shopping “offline” or in-store — 21% of the time.  Meanwhile, the other 40% of their shopping is cross-channel.  Parse it:

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Separately, there was a one finding in the report that I’m still wrapping my head around:

When shopping on mobile devices, 41% of respondents said they prefer a retailer’s full website vs. a mobile website (34%) or mobile app (25%).

I read that and I’m at least a little like …

Why bother with a mobile site or app if consumers don’t want that experience?  Or perhaps the question is: why don’t consumers like your mobile-optimized site?  Why don’t they want your app?  And while I’m a little aghast at this finding, I reflect on my own behavior and find that I frequently request desktop site on my Nexus 5 when I’m handed a mobile site.


Other findings in the comScore report of note:

  • 58% have added items to their shopping carts to qualify for free shipping
  • 83% are willing to wait an additional two days for delivery if shipping is free
  • 74% of consumers prefer most of their packages delivered to their home
  • 53% of online shoppers have had items shipped to a store; 43% made additional purchases in store
  • 82% respondents saying they would complete the purchase if they could return the item to a store or have free return shipping (66% said they view a retailer’s returns policy before making a purchase)