More than half of Brits (54%) would like to experience new retail technology when shopping on the High Street, though exact preferences appear to be different between men and women.

According to research from Outform, the in-store retail tech men most want to use while out shopping are tablets and touchscreens (30%), on account of those devices enabling them to find out more about product functionality, which 23% said they’d like to try voice-enabled interactive experiences in stores.

50% of women also admit that they’re keen to improve their shopping experience with the latest tech.

The survey of 2,000 UK adults also found that UK shoppers still prefer to buy in-store than online: 55% prefer to get their white goods on the high street, 66% prefer it for clothes and 72% for furniture.

In addition, 56% still prefer to shop in-store for consumer technology like phones, TVs and laptops – while 84% prefer physical stores for their food shopping and 75% for buying cosmetics.

Simon Hathaway, managing director of Outform EMEA, said: “The UK high street has been feeling the pressure of online competition and so has upped its game. The elements that have always differentiated physical stores from e-commerce, like personal service and the ability to talk to another human – still remain.

“But now, stores are bringing in new technology like virtual reality, augmented reality and touchscreen functionality to make it even better. Retail has become experiential and shoppers are responding positively.”

The top five reasons respondents prefer in-store shopping are:

• I can ask for information
• The in-store promotions and discounts
• The choice of products
• It’s a more pleasurable experience
• Personal customer service.

The top ten retailers for in-store experience are:

1. Tesco
2. Asda
3. Sainsbury’s
4. Boots
5. Marks and Spencer
6. Superdrug
7. IKEA
8. Argos
9. Currys PC World
10. John Lewis