August 30, 2007, 12:00 AM

How consumers interact with the web

A new survey from Acccenture shows when consumers prefer the web and when they don’t

Although TV still plays a dominant role in marketing, and stores continue to be the shopping channel of choice for most product categories, there are several areas where retailers can take advantage of strengths particular to online marketing and retailing to connect with shoppers, business advisory firm Accenture says in the study, “Retail and CGS Innovation Survey: U.S. Results.” The study notes consumers clearly prefer stores for grocery, drug store items, clothing and home furnishings; however, 57% prefer the online channel for consumer electronics products. It also notes nearly half of consumers rank word of mouth among the top three marketing channels for learning about products, indicating potentially strong support for marketing through online social networks.

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