Survey: Shoppers Prefer Retailers With a Digital Presence

More and more people are turning to the internet for their shopping needs, even for day-to-day necessities like groceries. Does that mean we're moving away from traditional grocery shopping? Or do we simply want the best of both approaches?

A recent survey of 1,516 Americans across different age groups reveals interesting insights into modern shopping habits and channel preferences.

Generational Differences and Overall Trends

When asked to choose between online and in-store shopping, half of respondents selected either, producing an even split. However, a notable 75.3 percent of respondents prefer retailers that offer both online and in-store options, demonstrating the growing expectation for multichannel retail offerings.

Different age groups vary in their shopping preferences, however. Most Gen Z (52.4 percent) and millennials (57.6 percent) favor online shopping, while a majority of Gen X and baby boomers (56.7 percent) still prefer shopping in physical stores. However, this number has shrunk slightly since the 2023 survey.

This reflects a wider trend: Even the generations that prefer traditional in-store shopping increasingly expect an online presence, too. About 70 percent of Gen X and baby boomer respondents indicated a preference for shopping at retailers that provide some form of digital offering.

Convenience is Key

The primary driver continues to be convenience: for nearly 40 percent of respondents, this is their main reason for shopping online. What draws consumers to digital platforms is the ability to shop anytime and anywhere, which saves them time and energy.

The convenience factor is also why they highly appreciate the ability to check that sought-after products and services are actually available. For a quarter of respondents, real-time availability information is the single largest benefit of online shopping. Both aspects indicate a demand for customer-centric shopping experiences.

This also presents opportunities for in-store shopping.

The Role of the Smartphone

More than 85 percent of respondents use their smartphones when visiting stores to look up product details or compare prices. As shoppers seek digital solutions to complement their in-store experiences, retail mobile apps are a valuable tool for meeting these demands.

The majority of respondents (78.7 percent) have used a retailer’s mobile app before. For them, the most important app feature is the ability to check product availability in real time (52.7 percent). Exclusive offers (52.3 percent), the ability to scan coupons with the app (52.2 percent), and loyalty programs (50.0 percent) are also of high value to retail shoppers.

Similarly, mobile self-checkout technologies (i.e., Scan & Go) are gaining popularity. Among those surveyed, 74.3 percent have already used this form of self-checkout or are interested in using it. The primary benefit is saving time, as users can avoid waiting in line when using Scan & Go.

Why a Digital Presence Matters

Multichannel retailing is the way to go in today’s market. Consumers are no longer satisfied with just in-store shopping. They expect the flexibility to choose between online and in-store options.

Additionally, consumers are becoming more receptive to using retail technologies, especially mobile apps and Scan & Go, while visiting a physical store. Even older generations, often perceived as less tech-savvy, show substantial interest in trying them.

For retailers, this creates an opportunity to improve customer loyalty and the overall shopping experience, not least by leveraging user data for personalized offers. Overall, improving their digital presence is a smart choice for retailers that want to stay competitive.

Max Stratmann is the chief revenue officer (CRO) of Scanbot SDK, which provides barcode scanning software for mobile apps and websites.