Consumers tend to shop in-store for what they "need" and online for what they "want," according to recent research from

The report was based on data from a survey of 983 consumers. Respondents were asked whether they shop more for different categories of products in-store or online.

Consumers say they tend to shop more in-store than online for essential, recurring items such as groceries, paper products, and cleaning supplies.

Consumers say they tend to shop more online than in-store for entertainment goods, such as books and media, videogames, and electronics.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji