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The report, called
The Internet's Role in Offline Purchase Behaviour, also reveals the growing preference for the Internet as an information source, with 25 per cent of the shoppers surveyed describing it as "the most crucial" source – more than TV, radio, brochures and catalogues combined.
While the study looked at buying habits across three major retail categories: Consumer Electronics, Computers & Gaming and Entertainment, it found consumers did value other sources of information such as radio ads, word of mouth and physical inspection in the lead-up to purchase, the Internet was used early in the discovery process; suggesting it holds a vital role in early influence over a shopper's final purchase.
The report found that of the 50 per cent of shoppers who used the Internet for research, 44 per cent of this group used it to find out about a particular product, with another 36 per cent using it to compare prices. Convenience was highlighted as a major advantage to using the Internet for research by 31 per cent of shoppers.
