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

Rob Clapp

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...

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