Study: Small Items Lead Online Sales

Share this content:
Consumers are more apt to buy small items such as books, compact discs and computer software than durable goods items, according to a study by Aegis Communications Group, Chicago.


The study, which was conducted by Aegis' Elrick & Lavidge Marketing Research division, Atlanta, examined consumer behavior in 20 different categories of goods sold on the Internet, and found that books, music, software, and travel and computer items represented more than half -- 52 percent -- of the merchandise purchased online. Web sites that sell durable goods such as cars, home decor and computer hardware are more likely to be used for research before consumers make offline purchases.


"While consumers are not actually making their final purchases online in these categories, they find the Web sites immensely useful," said Dr. Ilene Lanin-Kettering, senior vice president at Elrick & Lavidge. "A vast majority of consumers who browsed online before making a purchase through traditional channels said that browsing online was very or generally helpful to them in making their final purchase decision. It is an information-laden vehicle which creates a more informed consumer when actually going to a traditional store to fulfill."


Online browsing leads to an offline purchase 61 percent of the time, and 35 percent of those who make purchases offline buy from the traditional channel of the Web site they had looked at for the information, Kettering said.


The study, Re-Tailing: Changing the Shopping Channel, found more than 25 percent of shoppers expect to purchase goods online over the next year. Most of those are already online, but 12 percent of those who do not shop online said they planned to make an online purchase.
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

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