More than 60% of older consumers in SG still shop want in-store

This is even as more Singaporeans purchase in-app.

Physical store experience remains important to shoppers, particularly amongst older consumers, after a survey found 62% of Boomer and Silent generation in Singapore only purchase products they can see and touch.

This is despite having a large share of Singaporeans preferring to purchase products through online platforms.

In its Shopper Story 2022: Consumer Trends & the Future of Commerce, Criteo found that 86% of consumers in the country are purchasing on an app, 85% browse products online and them purchase in-store.

“In a very technologically advanced market like Singapore, the rise of the Internet of Things (IoT) has increased the number of touchpoints that brands have with consumers, resulting in more ways for shoppers to discover and buy products online,” Taranjeet Singh, Managing Director, Southeast Asia & India, said.

“Our latest Shopper Survey findings reveal that while online channels remain in demand, physical stores continue to play an important role in the shopping journey as a source of immediate fulfilment with in-store offers, proximity and urgency continuing to drive shopper visits.”

The report surveyed 1,000 Singaporeans, comprising of Gen Z, Millennials, Gen X, Boomers, and Silent Generation.

It also found that 83% and 82% of consumers order grocery products online and have them delivered, and maker purchases online after seeing the product at a retail store, respectively.

Others make purchases through their phone within a retail store on another retailer’s site, such as Amazon, or eBay, (69%); order goods online and pick up in-store (68%), buy through their phone from within a retail store from that retailer’s website (68%); and buy through voice-activated smart home speaker (38%).