Most consumers prefer a mix of in-store and online shopping and relatively few prefer online shopping on its own, according to research from Facebook IQ.

Why it matters

Brands will be playing close attention to these trends as post-pandemic changes in consumer behaviour are having the greatest impact on 2022 marketing strategy. Emphasising the channels' strengths, for example in-person experience and digital convenience, should be a priority. Ensuring a consistent and quality customer experience across channels will be a key challenge for many brands, though.

Takeaways

• Globally, 41% of shoppers said they prefer a mix of in-store and...