Majority of US consumers prefer to shop online

Rob Clapp

An overview of consumer preference for shopping channels in the US.

A majority of US consumers say they prefer to shop online, with this peaking among millennials, according to data from target audience company GWI.

Overall, 56% of online Americans say they prefer shopping online. This rises to three in five (60%) among millennials while more than half of Gen Z and Gen X consumers say they prefer online to in-store shopping.

Baby Boomers are the age group with the lowest level of support for e-commerce, with consumers split between online and in-store.

Analysis in WARC's latest Digital Commerce Index Amazon reportshows product ratings and...

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