U.S. consumers lag behind their peers in other countries in their appetite for online shopping.
For instance, 32% of consumers the U.S. shop online once a month or less. Another 16% do so once a week, and 19% shop online a few times a week, according to The State of Retail & E-Commerce, a study by Morning Consult.
In contrast, 20% in the U.K. shop online once a week, while 21% shop online a few times a week.
Of course, Asian consumers outpace those in the West in general. In South Korea, 21% say they shop once per week, while 26% shop a few times, and 10% shop several times a day. And 22% of Chinese respondents shop several times a day.
Pandemic-related issues may also play into these preferences -- especially in China, given its draconian lockdown policies.
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France lags at the bottom, with 41% saying they shop online once a month or less, 11% shopping online once a week, 15% saying who shop online a few times a week and 4% who shop online once per day. Of course, 68% would rather shop in stores.
The South Korean and Chinese online advantage extends to preference: 53% of South Koreans prefer to shop online, and 41% would rather shop in stores. In China, 57% favor shopping online, and 16% prefer to shop in stores.
Things are different in the U.S. — 46% prefer shopping in stores, while 28% would rather shop online.
The popularity of online shopping in the U.S. is based first on convenience — 79% cite it, versus 43% who prefer stores. In line with that, 69% also cite the time saved online.
Even in the area of product comparisons, stores barely edge online — at 49% versus 48%. And online is tops in product selection — at 45% to 24%.
In-store shopping dominates in two areas: enjoyment (59% to 41%) and product details (42% to 24%). And it wins in customer service, 20% to 12%.
Augmented reality has been used by 36% in China, and 67% are interested in using it. In contrast, only 19% have tried it in the U.S., with 43% interested in doing so.
Meanwhile, cash-strapped consumers are seeking price discounts as their top way to cope with economic pressures.
Morning Consult surveyed 15,000 consumers across Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, South Korea, Spain, Thailand and the United Kingdom.