Expanding on the recent Research Brief concerning the convenience of online shopping and store pick-up for the “aging” population, it’s coincidental that the recent UPS Pulse of the Online Shopper Study, by comScore, reports in more digital detail about consumers’ online shopping experiences. Respondents said they want more options in searching for items, checking out, enhanced security and alternate delivery locations, and reported on their preferred access to information about product research and product purchasing. Online shoppers want retailers to make it easier to purchase their goods and services, says the comScore report. Consumers also want websites and stores to work better together. For now, they also prefer to evaluate and purchase products from their desktops rather than their mobile devices, and when it comes to shipping and returns, “free” is a driving factor to complete the sale. Online Shoppers Preferred Method of Access to Multichannel Retailers (% US online shoppers with ≥ 2 online purchases in ≤ 30 days; June 2014) Reason for AccessPreferred AccessResearching ProductsPurchasing Products Online via Desktop or laptop 61% 44% In physical store 13 41 Online via tablet 11 7 Online via smartphone 10 4 With catalog by phone or email 4 4 Source: UPS/comScore, June 2014 According to the comScore report, while smartphones play a big role in the online experience, online shoppers who use multiple devices said they would prefer to shop on a desktop computer over mobile, because larger and clearer images help them comparison shop. When shopping on mobile devices, 41% of respondents said they prefer a retailer’s full website vs. a mobile website (34%) or mobile app (25%). Though retailers have had a hard time connecting social media to sales, the study shows that it does have an impact, as one-third of all shoppers, and one-half of Millennials, said purchase decisions are influenced by social media. Consumers also are likely to share their opinions on product and brands on social media. Satisfied shoppers who share their thoughts via social media are most likely to post on: