Physical stores still have some key benefits over online retail.

An overwhelming majority (72%) of U.S. consumers cite “the ability to touch, feel and try products” as their top reason for shopping brick-and-mortar. That’s according to a new study by Mood Media, “The State of Brick & Mortar: 2017,” which reveals consumer insights regarding the in-store customer experience and in-store shopping behaviors. The study is based on a survey of more than 11,000 consumers in nine countries across the globe, including Australia, China, France, Germany, the Netherlands, Russia, Spain, the United Kingdom and the United States.

Mood commissioned the survey to better understand what influences consumers’ decisions to choose brick-and-mortar over online shopping, what they most enjoy and don’t enjoy about the in-store experience and what most motivates them in the physical store. The study also explores the influence of a store’s atmosphere – including music – on the overall shopping experience.

“The tangible, tactile nature of brick and mortar is still viewed as a very real advantage, as is the desire for instant gratification,” said Scott Moore, global senior VP of marketing for Mood Media.

The study also reveals that shopping as a…