New York -- As women age, they find the shopping experience less enjoyable, according to a survey by global design consultancy Fitch. The study finds that the most fulfilled female shopper is between 16 and 24 years of age, suggesting that shops are designed for the young.
“There is a big opportunity for retailers to redress the balance and improve all our shopping experiences — which is better for business and better for shoppers,” said Tim Greenhalgh, chief creative officer office, Fitch.
The Fitch 2012 Joy of Shopping study, which surveyed more than 7,000 people worldwide, also reveals that bricks and mortar stores are in no danger of going away soon. Fifty-four percent of respondents rated physical stores as the most preferred shopping channel, while 30% preferred the web. Mobile apps scored highest with 13% of consumers, and social media with 7%,
At the same time, the report noted the encroaching impact that the Internet is having on shoppers’ preferences, particularly in the emerging markets of India, China and Brazil. The web is seen to be significantly more important in these markets than in more mature markets, according to the study.
In other results:
For more on the study, click here.