NEW YORK (MarketWatch) — Wal-Mart Stores Inc. is the largest retailer in the U.S. by sales, but when it comes to America’s favorites, Amazon.com Inc. dominates.

In consultancy PwC’s annual global consumer survey, 52% of about 1,000 U.S. respondents listed Amazon AMZN, -1.78% as one of their three favorite retailers in 2014, followed by 41% who named Wal-Mart WMT, -1.02% and 29% who listed Target TGT, +0.82% .

PwC didn’t ask respondents to name their absolute favorite.

Kohl’s Corp. KSS, +0.60% , Macy’s Inc. M, -1.45% and J.C. Penney Co. US:JCP scored highest among department stores.

See: How Kohl’s became the best-performing department store of the holiday season

“Their prices are good” is the top reason cited by consumers in selecting their favorites, followed by merchants having the items shoppers want in stock.

Unlike past years, PwC combined both bricks-and-mortar and online retailers in one list. The total list comprised 38 retailers, and PwC declined to provide all the names. Some 71% of respondents have household income under $80,000, meaning that the list could be skewed toward certain kinds of retailers.

The survey also showed fears of “showrooming,” or consumers intentionally browsing products at physical stores but deciding to buy them online, are valid, as 68% of respondents said they’ve done that. However, the reverse is also true — 73% of consumers said they’ve browsed products online but decided to buy them in stores, so-called “webrooming.” Their reasons include the delivery fee, the ability to see and touch products and getting merchandise immediately.

The U.S. pattern mirrors that of global pattern, where 19,000-plus shoppers were surveyed.

But U.S. consumers appeared more cautious about digital currencies like Bitcoin. While about two-fifths in both the U.S. and globally said they are aware of virtual currencies, 28% of U.S. shoppers said they could see themselves using a digital currency in the future, versus 39% globally. Overstock.com is one U.S. retailer that’s been vocal about accepting Bitcoin.