A new study from IBM has found that while the store is still the retail channel of choice for a large majority of global consumers, it’s losing share to e-commerce at a rapid rate. The survey of 30,554 consumers across 16 countries found 27% of shoppers claiming that their last purchase was made online, almost double the percentage from the prior year’s survey. Interestingly, the majority of online growth was the result of consumers going directly to the internet rather than visiting a store first (showrooming).
In fact, only 8% of respondents showroomed in this year’s study. While that’s up from 6% last year, showrooming only accounted for about 30% of online purchases, compared to almost 50% last year. Read the rest at MarketingCharts.