1 out of 5 U.S. consumers shop primarily online


About a fifth of U.S. consumers are primarily online shoppers — but more than three-quarters are still shopping at bricks-and-mortar stores just as much as they did a year ago, according to a new report from the National Retail Federation.

The NRF launched Consumer View, a new quarterly report designed to gauge consumer behavior and shopping trends related to stores, online channels, customer loyalty, technology and other issues. The report found that 21 percent of consumers surveyed are primarily online shoppers, defined as those who purchase more than half of their items online.

About 79 percent said they purchase half or less of their items online. Among Millennials and Generation Z, 34 percent are primarily online shoppers.

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“The retail industry is changing more rapidly than ever before, and this new vehicle will help us continue to regularly track those changes,” said Matthew Shay, NRF president and CEO. “Solid research is the basis of informed decisions, and we want to be sure the industry has the best information available as it seeks to meet consumers’ needs.”

Among shoppers, 69 percent said they go to a store because they need something right away and 65 percent wanted to see an item before purchasing. About 55 percent of Millennials go to stores as a social activity, 50 percent to pick up an item bought online and 44 percent to talk to a sales associate.

In both groups, 66 percent said they go to stores simply because they prefer to shop in stores.


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