Pew Research: Cost is key factor when it comes to shopping online vs. in store

A vast majority of Americans now buy online, but that doesn’t mean it is their favorite way to shop.



Approximately eight-in-ten Americans are now online shoppers: 79% have made an online purchase of any type, while 51% have bought something using a cellphone and 15% have made purchases by following a link from social media sites, according to the Pew Research Center.



But many consumers still appreciate the benefits of brick-and-mortar stores. Overall, 64% of Americans indicate that, all things being equal, they prefer buying from physical stores to buying online.



Of course, all things are often not equal – and a majority of Americans says that price is often a far more important consideration than whether their purchases happen online or in physical stores. Fully 65% of respondents indicate that when they need to make purchases they typically compare the price they can get in stores with the price they can get online, and choose whichever option is cheapest.



The survey also illustrates the important role online reviews and ratings play in making purchasing decisions. Eighty-two percent of respondents say they consult online ratings and reviews when buying something for the first time. And 40% of Americans (and roughly half of those under the age of 50) indicate that they nearly always turn to online reviews when buying something new.



The survey also reveals a general shift away from physical currency, with 24% of respondents indicating that none of the purchases they make in a typical week involve cash. However, nonwhites, low-income Americans and those 50 and older are especially likely to rely on cash as a payment method.



• When buying something for the first time, 86% say it is important to be able to compare prices from different sellers to be able to ask questions about what they are buying (84%), or to buy from sellers they are familiar with (84%).



• Seventy-eight percent think it is important to be able to try the product out in person, to get advice from people they know (77%), or to be able to read reviews posted online by others who have purchased the item (74%).



• Forty-five percent have used cellphones while inside a physical store to look up online reviews of products they were interested in, or to try and find better prices online.



• Twelve percent have paid for in-store purchases by swiping or scanning their cellphones at the register.



• Thirty-nine percent of Americans have shared their experiences or feelings about a commercial transaction on social media platforms.