Study: 54% of shoppers rate physical stores as most preferred channel; Brits most unhappy shoppers

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:

• The British are the most unhappy shoppers in the world, with only 21% claiming to enjoy shopping.
• The Chinese are most enthusiastic shoppers, with 55% enjoying shopping.
• By category, the highest levels of enthusiasm were found in electronics, with 43% of consumers calling themselves as very enthusiastic, while 40% enjoy the experience. 
• When it comes to shopping for fashion, 37.4% are enthusiasts and 51.9% enjoy it. Thirty-nine percent and 46.3% respectively regard themselves as enthusiastic and/or enjoying the activity of grocery shopping.

For more on the study, click here.