Most U.S. retail sales—a whopping 92%—still happen offline, according to a survey of more than 1,000 U.S. consumers conducted by Ripen Ecommerce.

Using Google Consumer Surveys, analysts polled more than 1,000 American shoppers to discover the number-one thing keeping them offline while shopping.

Findings showed that the touch factor is still significant with 30.8% wanting to see or touch the products before buying.

Instant gratification is also an important factor with 29.9% of respondents wanting their items right away.

Some respondents (14.4%) also wanted to save on shipping costs, 6.5% of consumers prefer offline due to easier/cheaper returns. Nearly 17% were concerned for their personal privacy, so they choose to shop in-store.

Visit the Ripen site (ripenecommerce.com/blog/ecommerce_survey) for some related suggestions to drive traffic and sales.

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