Tangibility still matters
A report found roughly half of consumers still prefer something physical to hold, arguing that tangibility remains a psychological anchor for loyalty and trust. The finding was positioned as a reminder that concrete artifacts can improve engagement even in digital products. (dmnews.com)
Roughly half of United States consumers say they still want a shopping experience that connects the physical and digital worlds, not one that lives only on a screen. (dmnews.com) DMNews reported on March 13, 2026 that “nearly half” of U.S. consumers want shopping to flow across stores, websites, and mobile apps, framing channel integration as a loyalty issue rather than a perk. The piece argued that brands keep funding points programs while leaving basic handoffs between channels broken. (dmnews.com) That finding lines up with other recent consumer research. Ernst & Young said in July 2024 that 57% of shoppers want to see, touch, and feel items before buying, and 32% still want the personal service that comes with stores. (ey.com) The point is not that consumers are rejecting digital commerce. Ernst & Young also found 68% of consumers trust personalized offers generated by artificial intelligence, even as 49% said ineffective chatbots frustrate them. (ey.com) Consulting firms are describing the same pattern in different language: convenience still matters, but trust, clarity, and reliability now sit alongside it. Deloitte’s 2025 Connected Consumer survey of about 3,500 U.S. consumers said people want innovation with transparency, control, and data security. (deloitte.com) Capgemini’s 2026 consumer report put numbers on that harder-edged mood. It said 71% of consumers would switch brands if pack sizes or product quality were reduced without clear communication, and 64% view shrinkflation as unfair. (capgemini.com) Physical formats have not disappeared from marketing plans either. DMNews wrote on April 12, 2026 that direct mail keeps surviving repeated predictions of its death because physical media still holds attention in crowded digital environments. (dmnews.com) United States Postal Service research shows marketers are still investing there. A Postal Service-commissioned study of 726 professionals said 60% already use digitally enhanced mail, 56% use retargeted direct mail, and 48% use Informed Delivery notifications. (uspsdelivers.com) The practical takeaway for product teams is narrower than the rhetoric around “offline versus online.” Consumers are using artificial intelligence tools, websites, apps, stores, promotions, and mail at the same time, and the weak point is often the handoff between them. (dmnews.com; ey.com)) So the appeal of something tangible is less nostalgia than evidence. A package, a card, a store shelf, or a printed mailer gives consumers one more concrete signal that a brand will do what it says across every channel. (dmnews.com; deloitte.com))
