Study: Multichannel Holiday Shoppers Spent Far More

Share this content:
Multichannel shoppers said they spent an average of 39 percent more than single-channel shoppers in the 2002 holiday season, according to a survey released yesterday by marketing technology and services provider DoubleClick Inc.

Moreover, triple-channel shoppers reported spending 68 percent more than single-channel shoppers, the study said.

Though bricks-and-mortar retail remained the dominant shopping channel by far this holiday season, it was reportedly down from a year ago. Eighty-seven percent of respondents to the survey of 1,000 consumers said they shopped retail in the 2002 holiday season compared with 92 percent in 2001.

Meanwhile, 64 percent said they shopped or browsed the Internet, compared with 61 percent in 2001, DoubleClick reported.

Also, 10 percent said they holiday-shopped online exclusively, up from 6 percent in 2001. The percentage of respondents who said they shopped exclusively in retail stores dropped from 36 percent in 2001 to 33 percent in 2002.

And 43 percent of multichannel shoppers said they spent more online in 2002 than in 2001, and 28 percent said they spent the same.

Fifty-nine percent of multichannel shoppers said they planned to browse more in 2003, and 45 percent said they expect to buy more online in 2003.

However, the percentage of respondents who said they browsed and bought in more than one channel dropped slightly from 58 percent in 2001 to 56 percent in 2002, DoubleClick said.

In other findings, half the multichannel shoppers reported that they had input catalog codes and one-third input e-mail promotional codes when shopping online.

"The results of this study underscore the degree to which consumers are browsing and buying in a multitude of channels," Scott Knoll, general manager and vice president of marketer solutions, DoubleClick, said in a statement. "Marketers must carefully plan and manage their communication with consumers across the multitude of channels, as well as put in place tools to measure the results of that communication across and within each channel."


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above