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However, it cannot be said that this is at the cost of in-store shopping.

A research by Toluna found that approximately 51% of consumers begin their online shopping search on Amazon. Google ranks a distant second at 21.8%, followed by brand websites at 17.2%.

According to the study, 58.3% of consumers said that they spend an hour or more each week shopping online. The reports also found that 10.3% of consumers spend over five hours a week shopping online. Only 5.3% of consumers spend a similar amount of time shopping in stores.

Only 9.4% of the respondents shop using an AI-enabled voice assistant. Overall, 91.4% of consumers shop in-store and 90.1% do so online. Around 9.4% of consumers are price-conscious while shopping in-stores against the 25% of consumers shopping online.

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