US internet users weigh in on how they make purchases digitally

While digital purchasing can be the preferred payment method by the consumer on goods and services, it is wrong to state that consumers choose to buy all categories in that manner. eMarketer reports the results of a June 2014 study performed by Harris Interactive.

Not surprisingly, US internet users used a digital device of some kind (desktop, laptop, smartphone, or tablet) to purchase clothing 69% of the time. The remaining 31% had never purchased a clothing item online. 

Some of the categories that had internet users prefer a brick-and-mortar experience over a digital one were cosmetics and personal grooming, prescription medications, specialty food and beverages, over-the-counter medications, and general food purchases. Cosmetics and personal grooming was the only one among these groups that saw digital purchases reach past 30% at 35%.

A few categories had close to an even split between consumers who have purchased items online and those who never have. Those include accessories, personal electronics, and household electronics.

As marketers work to reach a target audience, it can be crucial to know how a product or service is purchased by a consumer.