UK consumers still prefer to shop in store, new survey reveals

A new survey has found that 85% of people still prefer to physically purchase products in store, despite the convenience offered by online shopping.

Carried out by digital marketing agency,, the data found that three-quarters of customers would still prefer to make a purchase in a store, with 82% of these saying this is because they prefer to receive the product as soon as they've purchased it. Furthermore, nine in 10 (94%) UK shoppers stated they'll always research a product online before going into store to purchase.

The research also showed that 78% of consumers prefer to go into store to see and feel a product before going online to shop around for the best price.

Despite this news, experts from the agency state that high street retailers must be savvy with omnichannel technological integration in order to survive in the digital age.

Gareth Hoyle, managing director at, comments: “Retailers who utilize digital technologies to drive in store footfall, whilst tracking and attributing customers to their digital spend are setting themselves up most likely to succeed in the modern age."

“In an ideal world, consumers would rather visit a store to make a purchase, though due to time constraints, stock issues and ultimately, convenience, many turn to shopping online," Gareth adds. "This is a lesson for retailers to ensure their digital presence is working as hard as it possibly can for them, offering an omnichannel journey and an experience that is most convenient for customers.”