E-Commerce Popular Among Consumers, But M-Commerce Has a Lot of Catching Up to Do

Brick and mortar retailers are still a popular destination for shoppers; the in-store experience is far from dead. E-commerce has a different array of benefits that appeals to consumers in other ways. But mobile commerce, or m-commerce, doesn't seem to be gaining much ground.

Nielsen surveyed North American consumers to determine their favourite way of shopping based on various criteria. Online purchasing  was rated tops in three out of five categories; in-store commerce ranked first in the other two. Mobile not only failed to grab a top ranking, it was in last place for three out of five categories.

Online purchasing was rated the “Overall favorite” by 59% of those surveyed, as well as the “Easiest” (68%) and “Most convenient” (68%). But people trust traditional stores the most when making purchases: Bricks-and-mortar stores won the highest marks for “Most reliable” (69%) and “Safest” (77%).

Mobile has a long way to go before it gains broad acceptance. It was in third place across all measures except for two: It was a distant second to Online for “Most convenient” (38%) and “Easiest (27%).


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