Page 66 - Lighting Magazine December 2017

2018 forECast | consumers & technology
THE ONLINE SHOPPER VS THE IN-STORE SHOPPER SOURCE: NATIONAL RETAIL FEDERATION, FALL 2017 CONSUMER VIEW
21% are primarily online shoppers
Those who typically make more than half of their purchases online
49%
79% are primarily in-store shoppers
Those who typically make 25 percent or less of their purchases online
AGE 72% 35+ years old
INCOME 71% less than $75K
URBAN 63% less than 50,000+ people
PRODUCT SUBSCRIPTION 8%
SERVICES subscribe to a service like BlueApron or Birchbox
RESEARCH 13%
always research a brand’s values
VALUES 23%
would stop shopping their favorite brand if it contradicted their values
18-34 years old
$75K or more
50,000+ people
64 enLIGHTenment magazine | december 2017
www.enlightenmentmag.com
53%
53%
33%
subscribe to a service like BlueApron or Birchbox
48%
BRAND AS AN EXTENSION OF THE SELF
Online shoppers are much more likely to research a brand’s views on topics
that ma er to them — whether political, social, or environmental issues — and are not afraid to walk away if they discover that a retailer’s values contradict their own.
always research a brand’s values
would stop shopping their favorite brand if it contradicted their values
45%
It can be di cult to sway consumer behavior when it comes to brick-and-mortar retail; however, younger consumers show they can be convinced to visit stores more frequently when o ered the chance to have a new experience or pick up items they order online. Half (49 percent) of Millen- nial/Gen Z respondents say they are shopping in stores more than they were one year ago.
Online shoppers view themselves as more loyal than consumers who concentrate their shopping in stores. Consumers who shop primarily online are two to three times more likely to perceive themselves as very loyal to the brands and retailers they shop for items such as clothing, consumer electronics, and personal care.