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Christmas shoppers still prefer in-store experience than buying online, study finds

shopingChristmas shoppers across Asia Pacific are still seeking an in-store experience for much of their gift buying despite concerns physical shops are being squeezed by e-commerce competitors, according to a YouGov study.

A survey of 8000 shoppers across the region found the vast majority, 85%, were heading into shops to buy gifts of food and drink, with people also preferring to visit shopping malls to buy jewellery (76%) and toys and games (75%).

The most popular items bought on mobiles were tickets (38%), virtual reality headsets (37%) and travel (34%) while on tablets, shoppers were buying blue-ray (33%), games consoles and CDs (24%) and e-readers (24%).

The most popular gifts bought on a desktop were holidays, tickets and vouchers.

Earlier this year a study by remarketing firm SaleCycle found shoppers in Asia Pacific are more likely to abandon their online purchasing activity than anywhere in the world.

A report which measured cart abandonment and remarketing data from over 500 global retail, travel and fashion brands, found that the rate at which people desert their online transactions in APAC is 76.3%, above the global average of 74.5%.

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