41% of consumers prefer a mix of in-store and online shopping

An overview of shopping preferences across 11 countries.

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.

Globally, 41% of shoppers said they prefer in-store and online shopping together while just a quarter (24%) said they solely prefer online shopping. Despite e-commerce's strong growth over the past two years, a higher share of consumers said they prefer in-store shopping (35%).

A mix of offline and online shopping is the most popular preference in eight of the 11 countries surveyed. In-store shopping on its own is most preferred in Japan, Canada...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands