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More than half of consumers shop online and offline equally

from Retail Dive

At least 60% or more of consumers in the U.S., U.K. and Germany said they shop equally offline and online, according to a March Periscope by McKinsey report. While the respondents said they still prefer to shop offline for items like clothes, home furnishings, groceries and beverages, the report found that more consumers are spending online on travel or other entertainment purchases such as movies, books, music and games. However, the consumers who shop mostly or exclusively online did so because they reside in urban areas where cross-channel shopping opportunities are already abundant, the report also found. more

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