Data Snapshot

US Consumers Research And Purchase Products And Services Through A Variety Of Channels

May 7th, 2024
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
Nicole Murgia, null
Nicole Murgia
With contributors:
Fiona Swerdlow , Taylor Hansen , Delilah Gonzalez

US online adults research and purchase products and services through a variety of channels during the shopping journey. According to Forrester data, the retailer’s website is the most popular for research, with 69% of US online adults regularly using it to research a product or service. When it comes to the purchase itself, 62% complete the transaction online, while 69% do so in a physical store. Retailer apps and mobile websites are also regularly used, with around one-third of consumers using an app and one-quarter using a mobile website to complete these activities. This data snapshot shows how US online adults use online and offline touchpoints to research and purchase products and services.

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