Study: Online Product ResearchDrives Offline Purchases

Share this content:
Almost half of the consumers who researched products online this past holiday season subsequently purchased the same items through an offline channel, according to the new Post-Holiday Online Shopping Study being released today by iProspect and JupiterResearch.


JupiterResearch conducted the online survey in January and received 1,731 responses.


The study found that 47 percent of Internet users who researched products online during the 2005 holiday season then bought the same product by phone, in a physical store or by mail. This highlights the importance for online marketers to measure offline conversions that are generated by online efforts in order to effectively manage their campaigns, according to the study.


Respondents were also asked which sites they used to research products that they then bought either online or offline during the holiday season. The most popular response was merchant sites, with 63 percent of respondents picking this answer. This was followed by search engines, with a 62 percent response rate; manufacturer sites, with a 30 percent response rate; shopping search engines; with a 26 percent response rate and other, with a 14 percent response rate.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's 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