Consumers Happier With Products Bought Online Than In-Store

Consumers who buy products online appear more satisfied with their purchases than in-store shoppers, a trend that surprisingly is magnified among the more mature age demographics, details Bazaarvoice in a March 2012 report. Looking at online feedback from both in-store and online shoppers, the company found that the average feedback rating among 19-24-year-olds was 4.48 for their online purchases, compared to 4.40 for their in-store purchases. However, those aged 55-64 were much more likely to report satisfaction with their online than offline purchases (4.29 vs. 4.15), as were those over 65 (4.34 vs. 4.06). (more…)