US Omni-Channel Shopping Behavior, by Category

October 30, 2014

This article is included in these additional categories:

Automotive | CPG & FMCG | Digital | Financial Services | Food & Restaurants | Mobile Phone | Pharma & Healthcare | Retail & E-Commerce | Tablet | Technology | Telecom

Source: GfK [download page]

Notes: On average, 44% of US shoppers combine online and in-person shopping activities (“omni-channel shopping”) across 15 product and service categories, reports GfK in a recent study. Omni-channel shopping is most popular for consumer electronics (65%), apparel (64%) and toys (63%), while being least common in categories such as restaurant meals (20%), cleaning (21%), and food and beverage (22%). Compared to last year’s results, the biggest percentage point increases in omni-channel shopping were observed for the home improvement (+19% points) and auto (+14% points) categories.

Related: Smartphone-Based Webrooming Beats Showrooming Across Most Age Groups

About the Data: The data is based on a survey of 1,000 US adults.

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