Sentiment about in-store, online, mobile shopping varies, Nielsen finds

NEW YORK — Consumers' preference to shop in stores, online or via mobile can depend on such factors as reliability, convenience and safety, according to recent Nielsen research.

Online purchasing was rated the overall favorite by 59% of respondents surveyed and also was considered easiest and most convenient way to shop (both 68%). On the other hand, in-store shopping was considered the most reliable and safest option (69% and 77%, respectively) when compared with online and mobile shopping.

Nielsen also noted that as a retail channel, mobile has yet to gain broad acceptance; however, it ranked second in the most convenient and easiest categories when it came to purchase preference (38% and 27%, respectively).

Related Nielsen research regarding consumer shopping behaviors can be found here and here.