57% of shoppers still prefer to shop in stores

Brick-and-mortar shopping isn't dead, but it is certainly on the decline: just 57 percent of urban consumers said they preferred to make discretionary purchases in stores, while 39 percent claim their last such purchase was made online.

The internet is playing an increasingly critical role in the path to purchase, according to a new study from Aptos. The commerce platform polled shoppers in three large metropolitan markets and found that city dwellers in Chicago, Los Angeles and New York had some distinct shopping preferences.

It also found a common thread—the use of Amazon as a research tool. Roughly 32 percent of shoppers said they used retailers' websites to research their most recent purchases, but 22 percent used Amazon even when purchasing elsewhere. More survey participants used Amazon for research and inspiration than Facebook, Pinterest, Twitter, Instagram and blogs combined.

Mobile, of course, played a large role with 40 percent of shoppers using mobile devices and apps to research purchases.

Shoppers showed a keen interest in having access to a wide range of delivery options. Forty-six percent ranked "ship to neighborhood locker locations" as the most important delivery option while 23 percent cited "shop in-store, ship to home."

Same-day delivery was popular with 34 percent of respondents, while buying online and picking up in store was preferred by 24 percent.

The study confirms that consumers in dense urban areas have different needs and priorities than those in suburban and rural communities. Retailers' push to provide ship from store, such as Lowe's urban format in New York, and same-day delivery are good efforts to meet those needs.

For more:
-See these Aptos survey results

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