• by Jack Loechner , Staff Writer, December 17, 2012

According to The Accenture Interactive survey aimed at use of consumer shopping channels, 72 % of consumers, aged 20 to 40 in the United States and the United Kingdom, use mobile devices while in-store to compare prices, but the majority of the 2,000 surveyed leave before making a purchase. In addition, the survey shows that while consumers in this age group are concerned about online privacy, they will permit retailers to track their shopping behavior to personalize their shopping experience. 

Accenture Interactive surveyed 2,000 US and UK consumers via online survey to determine which shopping channels are used most frequently, how consumers move between channels, how social media influences purchasing decisions and the value consumers place on price, privacy and personalized shopping experiences.

52% of the consumers surveyed in each country believe that in-store prices are higher than online prices.

While 60% of total respondents say that online prices entice them to visit a store where they can compare prices and view merchandise up close, 48% still go home to buy the products from that retailer online, but 32% buy products online from a different retailer. Only 20% of all respondents make their final purchase in-store.

Despite the fact that 86% of those surveyed say they are concerned about websites tracking their online shopping behavior, 85% are aware that such tracking goes on but they understand that tracking enables companies to present offers and content that matches their interests.

• 49% of all respondents are receptive to their favorite stores or brands using their tracking data to inform their future purchases and make them aware of  product availability
• 64% of total respondents say it is more important that companies present them with relevant offers, against only 36% who say companies should stop tracking their website activity
• 88% strongly agree or agree that companies should give them the flexibility to control how their personal information is used to tailor their shopping experience

The survey confirms the importance of social media, with 92% of all respondents more inclined to purchase from a company that makes use of social media channels. For 67% of total respondents, Facebook is their preferred social media channel.

The survey also showed that 80% of consumers are more likely to buy from a company that uses online and email communications and 70% are more inclined to buy from companies using mobile applications

            To read the release, and complete PDF file with charts and data about the US and UK perceptions and practices, please visit here.