16
The Critical Consumer 2024
Shoppers that prefer buying certain products in-store vs. online are most concerned
about product quality and cost.
• 55% of this segment need to see and touch the product before buying it - by far the top
answer - while 28% believe the in-store experience alleviates product quality concerns.
• 35% said the cost of delivery is too high, while 32% eschew online purchases because of
the cost and hassle of returns.
• In travel, online players command the majority of consumers over traditional travel agents
- with the top 3 choices: Booking.com (34%), Airbnb (14%) and Jet2Holidays (12%).
The topic of online delivery, once again, splits respondents by income level and age.
Retailers must factor in the demographics of their target consumer bases when iterating
channel operation strategies:
• 45% of high-income respondents often or always order online for home delivery,
compared to just 27% of low-income shoppers.
While 62% of those under 45 years old shop online for home delivery at least some of the
time, only 45% of shoppers aged 55 and older will do the same.
What are the top 3 reasons
that prevent you from buying
these products in-store?
(please, select up to 3 answers)
IN-STORE PURCHASE
CHALLENGES FOR RETAIL 29.75%
It's more stressful to go to the store
There is no shop near me
Going to the store costs too much
Other
I receive tailored offers for online purchases
I find advice from store assistants annoying
It is inconvenient to take products home
Higher prices in store
It's less
convenient
to go to
the store
Narrower
product
selection
in store
Less availability
of some products
and sizes in store
43.34%
31.79%
33.93%
18.56%
27.08%
16.56%
14.65%
10.98%
8.86%
6.27%
What are the top 3 reasons
that prevent you from ordering
these products online for
delivery to your home?
(please, select up to 3 answers)
ONLINE PURCHASE
CHALLENGES FOR RETAIL 28.2%
Concerns over product quality
I want advice from a store assistant
Less availability of product and sizes online
The products won't be delivered to my home
Privacy concerns
Other
I fear risk of damage during shipping
Delivery times are too long
I need to see/
touch the
product before
buying
I avoid the
hassle and cost
of returning items
Cost of
delivery
too high
55.1%
32.1%
35.35%
17.3%
22.0%
12.8%
11.0%
9.1%
7.5%
5.8%