An interesting post from Nielsen earlier outlines the results of a survey about which retailer channel is the preferred method. Clearly, traditional bricks and mortar top out on most reliable and safest. But what is fairly intersting is how well mobile and online generally fair.
Overall, mobile is only a short way behind B&M which considering it is probably still in its infancy is a pretty indicative result. Furthermore, online and mobile both score higher than B&M for convenience and easiness (for want of a better word).
It would be interesting to see how this progresses in the future.