Consumers shop in-store online

According to a study by Accenture (NYSE: ACN) Interactive, nearly three out of four (72 percent) of consumers aged 20-40 in the United States and the United Kingdom use mobile devices while in-store to compare prices, but the majority leave before making a purchase.

The research also shows that while consumers in this age group are concerned about online privacy, they will permit retailers to track their shopping behavior to personalize their shopping experience.

More than half (52 percent) of the 2,000 consumers surveyed in each country believe that in-store prices are higher than online prices. While 60 percent say that online prices entice them to visit a store where they can compare prices and view merchandise up close, 48 percent still go home to buy the products from that retailer online, but 32 percent buy products online from a different retailer. Only 20 percent make their final purchase in-store.

The Accenture Interactive survey aimed to determine which shopping channels are used most frequently, how consumers move between channels, how social media influences purchasing decisions and the value consumers place on price, privacy and personalized shopping experiences.

The consumer survey was conducted by Coleman Parkes on behalf of Accenture Interactive. It was carried out online in August of 2012 with 2,000 consumers in the United States and the United Kingdom. Participants were split equally between males and females between 20 and 40 years of age, and the survey recorded ethnicity and socio-demographics.

Accenture is a global management consulting, technology services and outsourcing company, with 257,000 people serving clients in more than 120 countries. The company’s website is at