Where do consumers spend the majority of their budget?

Nearly half of the consumers shop the omnichannel.

Whilst around half of the consumers use omnichannel in shopping for fast-moving consumer goods, the majority still chose to buy from offline channels only.

In a report, Nielsen IQ found that 49% of the shoppers shop in omnichannel or a combination of online and offline channels. Around 40% are shopping via offline stores only and 11% shop online only.

Meanwhile, it also found that 70% spend the majority of their budget on offline purchases only, and 22% spend mostly online. Only 8% allocate budget to omnichannel.

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“Even though 70% of those surveyed say they spend the most offline in physical stores, shopping habits are evolving and will continue to infiltrate how spending budgets are allocated in the omni world of retail,” Nielsen IQ said. 

“This reinforces how important it is to understand the channel strengths and incrementality of your product or category. Your brand presence and impact during the formative process of omni “shopping” across channels has a direct impact on what they may choose to eventually buy, whether in a physical store or online,” it added.