Shop 'Til Your Fingers Drop.

• Author: Simpson, Eleanor
• Position: Online shopping

NOT ONLY ARE 61% of consumers globally more likely to browse for new products online compared to in-store, but they find it easier (64%) and more enjoyable (54%) to do so, according to our research at Bazaarvoice, which also reveals that, although a majority are browsing and discovering new products online, people are more likely to make spontaneous spur-of-the-moment purchases while shopping in-store.

The allure of convenience (59%), ease (46%), and greater product choice (39%) makes online an appealing destination to browse for products in the U.S. However, not all consumers agree, as we found that many shoppers still want to physically feel and see an item before committing to purchase. This physical experience is the most-popular reason some choose to browse in-store compared to online.

Across devices, smartphones are the top choice for browsing online for 41% of consumers, followed by laptop (28%) and desktop (21%) computers. With immediate access at the fingertips of U.S. consumers, they spend more time browsing for products online compared to in-store, with the majority of those shopping online (53%) spending more than 15 minutes browsing in a single session.

That said, the continued accessibility of essential retail amidst national restrictions means that when it comes to committing to a purchase, 68% of American consumers buy in-store at least once a week, compared to 42% making weekly online purchases. Equally, more than 69% of U.S. consumers are likely to buy a spur-of-themoment item while shopping in-store, compared to 52% likely to do so online. Ultimately, however, consumers still are likely to spend the same amount on a spontaneous purchase regardless of being online or in-store; the majority will spend a maximum of $20 on an impulse purchase.

"The last year has changed retail as we know it, catapulting e-commerce adoption years ahead of what we expected it to be right now," says Suzin Wold, senior vice president of Marketing at Bazaarvoice. "With all of these new online shoppers, brands and retailers have been forced to quickly improve their digital offerings to make the process of shopping online not only easier and more convenient, but more enjoyable, to help replace the in-store experience."

However, "online shoppers who discover a great product are still more likely to simply research the item, rather than purchase it spontaneously. To help bridge this gap between browsing and buying, brands and retailers need to...