When I was a kid watching television, I liked to lie on the floor close to the TV set because it made changing the channel easier, even though there were only four options. Then we got remote controls and cable TV, and I could stay contentedly ensconced in the sofa, flipping through hundreds of options. 

When it comes to shopping, consumers have reached a similar comfort level with channel surfing, according to a new survey from Locala, a Paris-based omnichannel advertising platform with U.S. offices, and New York-based EMarketer, a consumer research, data and insights firm.

According to the survey conducted in May, 71.4% of consumers have found a product online and purchased it in-store, while 68% have done the reverse. About 40% of consumers say they actually prefer the cross-channel experience over shopping for a product exclusively in-store or online.

Three demographics — wealthy, younger and urban consumers — are the most ardent channel surfers, the survey found.

“We consistently see (younger, affluent and urban shoppers) behave in ways that prioritize convenience, flexibility and relevance,” said Michael Colson, chief product technology officer for Locala. “They expect seamless transitions across channels because that’s how they experience everything from media to commerce.”

Consumers seem to have settled into patterns we’ve seen forming for several years: They like to research online (81.3%) and they like to visit stores to see products that require “sensory evaluation” — like mattresses — for themselves, the survey showed.

What does this mean for bedding retailers? According to Locala’s analysis of the survey results, retailers should follow the four tips below to reach consumers.