Price WaterhouseCoopers (PwC) recently released its 2017 Total Retail Survey and, to no surprise, online shopping is at an all-time high, especially when it comes to fashion, footwear and accessories.
In a large minority, 40% participants said that they prefer to shop for fashion and footwear online, compared with 51% who prefer in store. Breaking down the numbers even further, the study shows that 52% of global shoppers prefer to research these purchases online, while 34% prefer to research in store.
Of all the product categories, clothing and footwear is the category most likely to have been purchased in the last 12 months (77%), with 28% of global shoppers purchasing most or all of their clothing and footwear online in the last 12 months.
The number drops to 32% for jewelry and watches purchases and research, with the majority of global shoppers preferring to make these purchases in store (49%).
The study surveyed 24,000 consumers in 29 territories worldwide. And while fashion and accessories’ numbers are up, they are not the leading online shopping categories. Books topped the list at 60%, followed by consumer electronics and computers at 43%, with fashion and footwear coming in third.
Other key takeaways are that 56% of those surveyed said they shop on Amazon.com and 39% search social media to get inspiration for purchases, two areas worth investing resources into.