MediaBuyerPlanner: More than 50 percent of consumers who do research online before making a purchase, make the purchase offline, according to a Forrester Research study being released this week.
Rather than placing researched items into virtual shopping carts, 51 percent of consumers conduct research online but go offline to buy, writes Brandweek. The behavior occurs most often with high-consideration items like consumer electronics, with more than half of offline CE purchases being decided online.
The report shows that almost $400 billion of in-store sales, or about 16 percent of purchases, are directly influenced by the web. That number will surpass $1 trillion by 2012, according to the study.
Of factors that cause consumers to purchase offline once they have conducted research online, 42 percent say they want to see an item before they purchase it. Fifty-one percent cite immediate gratification as the reason to head to the store. Finding the best price offline was cited by 17 percent of consumers.
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- 26% of Search Results Link to Consumer Generated Content
- Online Car Buyers Mostly Research Brands
