Looks like those long lines in stores during the holidays have finally taken a toll on shoppers.
According to new research by Wipro Digital, 71% of consumers in the U.K. and 61% in the U.S. report doing more than half of their 2014 holiday shopping online. This is a significant increase from 2013, when 45% of U.K. and 36% of U.S. shoppers reported doing the majority of their shopping online.
What’s more, this trend is set to continue, according to Wipro, with 50% of consumers surveyed saying they plan to do more shopping online in 2015; just 6% of U.K. shoppers and 4% of U.S. shoppers said they plan to increase their in-store shopping.
Wipro’s “Post Holiday Consumer Survey” is based on 2,023 online respondents in the U.S. (1,006) and U.K. (1,017), ages 18 to 50, polled from Jan. 5 to 8, 2015.
“Consumers continue their steady march online, finding few reasons to shop in-store rather than online for their holiday shopping,” said Avinash Rao, global head, Wipro Digital. “But even online, omnichannel retailers are losing customers to Internet pure-plays. Brick-and-mortar retailers are having difficulty delivering on the benefits of omnichannel retailing.”
Beyond that, the research finds, shoppers spend more online than they do in-store when it comes to holiday time. In the U.K., consumers spent an average of £292 online compared wth £179 in-store this holiday season. And in the U.S., online purchases averaged $400, while in-store purchases rang in at $302.
Convenience, price-comparison options, and ease of use are the driving factors behind the adoption and preference for online shopping, Wipro’s report found. Online-only retailers are reaping the benefits of this shift. In fact, 44% of U.K. and 47% of U.S. shoppers report doing more than half their online shopping on such sites. A quarter of the shoppers are not even considering brick-and-mortar retailers’ Web sites, while more than half are not visiting manufacturers’ “direct-to-consumer" Web sites, either.
For consumers who window shop and browse items online, many make the actual purchase online. In fact, 34% of U.K. consumers and 33% of U.S. consumers reported this multichannel experience.
“There is no doubt consumers are interacting with brands across both the online and in-store channels,” according to Rao. “But omnichannel retailers are missing a big opportunity to capture the one-third of consumers who say they are researching in-store but leave to buy online.”
See the infographic below: