Perspective: U.S. Consumer Adoption of Omni-Channel Technology

Perspective: U.S. Consumer Adoption of Omni-Channel Technology

This IDC Retail Insights Perspective analyzes findings from IDC Retail Insights' Consumer Technology Survey, completed in March 2015. The survey focused on understanding the use of omni-channel technologies by consumers as they research, purchase, and take delivery of merchandise purchased through ecommerce and store channels. The survey focused on consumers' use of connected devices (smartphones, tablets, and laptop/PCs) as well as mobile apps and Web sites, use of various in-store customer-facing technologies, and expectations of mobile-enabled store associates. The survey also looked at consumers' cross-channel preferences for purchasing, receiving, and returning merchandise.

Please Note: Extended description available upon request.

In This Perspective
Main Findings
Millennial Behaviors Extend Well into the 30s
Omni-Channel Shoppers Dissatisfied with Store Fundamentals
Customer Satisfaction Opportunities Greatest in Supply Chain, Assortment Localization, and Store Operations
Few Shoppers Avoid Stores Because of Uninformed Associates and Poor Product Information
Younger Shoppers Are Less Tolerant, Better Informed, and More Self-Sufficient than Older Shoppers
Mobility Preferences
Key Findings: Device and Digital Channel Preferences
Key Findings: Creating and Signing into Online Accounts
Mobility and Technology Behaviors in Stores
Mobility Usage Outside and Inside Stores
Omni-Channel Purchase and Delivery Preferences and Behaviors
Survey Methodology
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Related Research
Table: Device and Digital Channel Preferences
Table: Creating and Logging into Online Accounts
Table: Mobile and Other Technology Behaviors in Stores
Table: Mobile Devices Uses Inside and Outside a Store
Table: Purchase and Delivery Preferences

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