Study: 60% Research Online then Buy Offline
Tip of the Hat to Online Media Daily!
This year many Online shoppers plan to research products on the Web, but buy in brick-and-mortar stores, according to a new study by Advertising.com.
The majority of respondents–60%–said they prefer buying offline, after using the Internet to learn about products.
Additionally, almost one in three respondents said they plan to begin their Web shopping before Thanksgiving–though many of them will only be researching products for now; the company reported that holiday shoppers sometimes research products for up to a month before making a purchase.
For the report, Advertising.com surveyed more than 500 respondents; InsightExpress hosted the survey.
Marketing | Steve Rucinski | 27 November 2006 |
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By Sanjay Kumar, November 27, 2006 @ 5:18 pm
This study is completely counter-intuitive, and counter to how I myself shop for goods. I research items online and in brick and mortar stores when available before buying online. Buying online is almost always guaranteed to yield a lower price due to lower costs (assuming you buy from the right merchant.)
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