PwC Survey: Shoppers Still Pick Stores Over Online

Despite all the pressure that brick-and-mortar retailers are feeling from online and mobile commerce, physical stores are still the primary place shoppers turn to buy things, according to an annual consumer survey by PwC.

The “Total Retail: Retailers and the Age of Disruption” report found that only 27 percent of U.S. respondents buy products online every week, up from 23 percent a year ago, but well below the 37 percent who shop in-store every week. And fewer people say they get lower prices or better deals online than in-store than a year ago — 52 percent, down from 59 percent.

Another sign of brick-and-mortar’s strength: While 68 percent admit to having ever engaged in showrooming — shopping in-store and then buying online — 73 percent said they had done the reverse (the top reasons: instant, no-cost delivery and the ability to see or try on products in the store).

And while mobile devices are rapidly becoming an integrated part of many U.S. consumers’ shopping experience, more than half of U.S. consumers never buy using smartphones (53 percent) or tablets (55 percent). In contrast, 94 percent of consumers say they have bought online using a PC. But 46 percent of U.S. consumers said they have researched products on their phones, and 45 percent have used their phones for price comparisons.

Social commerce and mobile payments are still in their early days as shopping tools, and the survey shows it. Only 4 percent of U.S. consumers said they’ve bought something directly through social media, although 35 percent said social media has spurred buying in at least some cases. (Facebook is the overwhelming favorite for social media, with 50 percent saying it’s regularly part of their shopping experience.)

And while credit and debit cards tied for “preferred payment method” at 40 percent each and cash was preferred by 15 percent, mobile payments clocked in at just 1 percent. But even though that statistic is less than six months old, it’s already outdated — the survey was conducted in August and September, before Apple Pay’s launch on Oct. 20.