The latest trends in consumer behavior were just detailed in 1WorldSync’s 2022 Consumer Product Content Benchmark Report. Among the data, it was revealed where consumers are shopping now as compared to 2021. 

Shopping continues to take place across the omnichannel. There have never been more ways to shop and consumers are taking advantage, both online and in-person.  

The recent survey found that 69% of US shoppers have purchased items online they previously only or mostly ever bought in stores in the previous 12 months. This represents an 18 percentage point decline from the 2021 survey, likely a result of more shoppers returning to pre-pandemic shopping habits. 

In fact, brick-and-mortar retail isn’t going anywhere. In-person shopping is on the rise again after being temporarily halted in 2020. 26% of consumers are shopping more in-store in 2022 compared to 2021, compared to 21% of consumers shopping in-store less.  

According to 1WorldSync’s research consumers are making the same amount or more purchases through major retailer e-commerce sites and marketplaces, apps run by major retailers, in-store shopping, buy-online-pick-up-in-store and metaverse marketplaces than in 2021. 

The shopping channels experiencing decrease since 2021 are: delivery/courier services, e-commerce shops directly operated by a brand, auction marketplaces, direct brand links from in-app ads, directly through brands via social media advertisements and in-application web browser, peer-to-peer marketplaces, newspaper classified and apps operated by a brand.

Engagement across channels varies. For example, young consumers are driving adoption in gaming and VR marketplaces with 44% of consumers having shopped in a “metaverse” marketplace this year.

For more detailed data and further reading, you can download the full 2022 Consumer Product Content Benchmark Report here.