Up to 67 percent of consumers who have visited an online store to make a purchase have left without doing so because of a lack of information on the product, according to a survey.

Only 36 percent of online shoppers prefer shopping online rather than in stores, but 83 percent of those polled said they would buy more online if retailers were to add more interactive and interesting ways to display and purchase products, according to a new report from rich media applications provider Allurent, Internet Retailer writes.

Some 68 percent of consumers reported browsing online stores more now than in the past, even if they don't intending to buy - presenting an opportunity for retailers to turn browsers into buyers.

Among features selected that would encourage online purchases were shortcuts (cited by 86 percent) such as express product information and pageless purchases (viewing the cart while being able to get product details and images as well as add the item to the cart); 360-degree product views (78 percent); the ability to customize a product from a catalog of options (74 percent); customer-generated product reviews (73 percent); product zoom (71 percent); and color selection (65 percent).