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

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