U.S. shoppers value the choice of self-service when shopping

New survey finds that consumers believe self-service options are important to create a positive shopping experience

DULUTH, Ga. – A recent consumer survey conducted by The NPD Group for NCR Corporation (NYSE: NCR) finds that a majority of U.S. consumers surveyed believe that self-service technologies such as self-checkout and kiosks improve the store experience, with almost half of younger shoppers preferring to use self-checkout in stores.

“Survey results highlight how consumers are embracing self-service and their growing preference for self-service options when shopping,” said Scott Kingsfield, senior vice president and general manager of NCR’s retail line of business. “By offering consumers the choice of self-checkout as part of their full-service portfolio, retailers can offer consumers a convenient and enhanced shopping experience.”

Survey highlights include:

  • Two out of three U.S. consumers surveyed want self-service options when shopping.
  • Nearly half of U.S. shoppers surveyed under 45 want stores to offer self-checkout.
  • Almost 46 percent of U.S. consumers surveyed want stores to offer more self-service options, like self-checkout or kiosks, to improve their shopping experience.

Additional NCR research data shows that U.S. grocers who implement self-checkout see self-service usage rates of approximately 35 percent of all transactions.

“The option of self-service, when delivered as part of a strategic customer engagement program, can help many retailers cater to today’s time-starved and on-the-go consumers,” said Marshal Cohen, chief industry analyst for The NPD Group. “This survey demonstrates that self-checkout is a popular choice for these shoppers, who appreciate the speed and convenience of self-service.” 

About the research:
NCR Corporation commissioned The NPD Group to conduct a survey in 2011 among 1,104 respondents in the United States and 1,600 respondents in France, Germany, Italy and the U.K. The NPD Group is a leading international market research firm in Port Washington, NY. 

About NCR Corporation
NCR Corporation (NYSE: NCR) is a global technology company leading how the world connects, interacts and transacts with business. NCR’s assisted- and self-service solutions and comprehensive support services address the needs of retail, financial, travel, healthcare, hospitality, entertainment, gaming, public sector, telecom carrier and equipment organizations in more than 100 countries. NCR ( is headquartered in Duluth, Georgia.


NCR is a trademark of NCR Corporation in the United States and other countries.

Media Contact:

Cameron Smith
NCR Corporation