Study Reveals Online Versus In-Store Shopper Habits

Study Reveals Online Versus In-Store Shopper Habits
October 29, 2008

Vertis Communications announced the results of its proprietary Customer Focus 2008: Holiday Retail study, which found that the number of Americans surfing the Web to research items--but making actual purchases at the store--has increased 10 percent since 2006. The number of consumers both researching and buying online has increased only 4 percent in the same period of time. Of the adults who cite rising gas prices as a reason for shopping more online, 71 percent reported visiting a store after surfing the Web, and 65 percent reported actually purchasing items at a store after first conducting research on the Internet. The study, which surveyed 3,000 Americans via telephone, also revealed that online shoppers are more prone to buying high-tech gadgets than average shoppers. When asked about plans to purchase a large-screen or high-definition TV in the next 12 months, 31 percent of online shoppers indicated plans to do so, compared to 21 percent of store shoppers and 23 percent of total adults. A collective 44 percent of online shoppers are planning to purchase a digital camera or laptop computer in the coming year, compared to 36 percent of total adults. However, two-year trends indicate fewer online shoppers are buying technology items such as computers, MP3 players and cell phones now compared to 2006; the exception is big-screen or HDTVs, which have risen 6 percent. The online shopper demographics have shifted slightly since 2006, comprising more young adults, with 18 percent of 18- to 24-year-olds now buying online, compared to 13 percent two years ago. Only 29 percent of adults ages 25-34 claim to be online shoppers in 2008, down from 39 percent in 2006, while 30 percent of adults age 50 and older are now shopping online, compared to 23 percent just two years ago. Additionally, the income levels of online consumers are slightly decreasing according to the study, with 22 percent of shoppers earning $30,000 a year or less in 2008--up from 18 percent in 2006--and 33 percent of online shoppers earning $75,000 a year or more--down from 37 percent in 2006. Lastly, singles now make up 31 percent of online shoppers in 2008, up from 25 percent in 2006, although married people still lead the way with 51 percent indicating they are devoted to shopping online.