DISCOVER
In-Store Shopping & Research Habits
Learn how shoppers search for and interact with product content before and during store visits.
Physical and digital retail continue to merge as consumers increasingly engage with e-commerce product content throughout their in-person shopping experience and even prior to hitting the aisles. On average, shoppers research products online before an in-store shopping trip 55% of the time. And compared to last year, more shoppers are trading general search engines for search features on their favorite retailer websites.
And while in-store, most shoppers are inclined to browse product content on their mobile devices, with ratings and reviews driving much of the attention to their screens.
0%
of consumers use a search engine to find products and choose a retail location where it’s available and/or has the best price
-13 points
compared to last year
0%
go directly to the retailer’s e-commerce site and search products
+10 points
compared to last year
0%
of shoppers conduct online research before shopping in store 100% of the time
+2 points
compared to last year
0%
of shoppers conduct online research before shopping in store at least half of the time, on average
+6 points
compared to 2022
FIGURE 6
When reviewing search results on an e-commerce site, how frequently do you search past the first page of results for your search?
FIGURE 7
0%
of consumers never or rarely search past the first page of results for their search
0%
do so sometimes, often or always
In addition to researching products before heading to the store, consumers often research online product content while they shop in person.
0%
of shoppers are using their smartphones to research products while shopping in a store at least some of the time.
On average, consumers use their devices on more than half of shopping trips:
0%
+5
points from both 2022 and 2023
0%
of shoppers use their smartphone to conduct research while shopping in-store 100% of the time
+5 points
compared to last year
Percentage of Time Shoppers Use Their Smartphone to Look up Products While Shopping In-Store
FIGURE 8
The content they seek most on their smartphone while shopping in-store is:
Price comparisons
Customer ratings & reviews
Detailed product descriptions
These content types are sought online while in-store most often:
FIGURE 9
Aside from price, what type of content or information about a product is most important while shopping in store?
FIGURE 10