How Consumers Feel About Shopping In-Store, Online, and via Mobile

Which do consumers prefer: In-store, online, or mobile shopping? Among U.S. consumers surveyed by Nielsen earlier this year, the answer is a resounding, “that depends…”

Online shopping was rated the “Overall favorite” by 59 percent of those surveyed, as well as the “Easiest” (68%) and “Most convenient” (68%). But people trust traditional stores the most when making purchases: Bricks-and-mortar stores won the highest marks for “Most reliable” (69%) and “Safest” (77%).

As the newest channel, Mobile has a long way to go before it gains broad acceptance. It was in third place across all measures except for two: It was a distant second to Online shopping for “Most convenient” (38%) and “Easiest (27%).