December 4, 2013, 12:35 PM

What a tangled web we weave with the Internet and stores

A new survey shows how consumers mix web research and in-store shopping.

Lead Photo

There’s no question the Internet plays a role in shopping decisions, and results from a recent Harris Poll show just how much.

Nearly half, or 46%, of surveyed consumers say they’ve checked out a product in a bricks-and-mortar store but then bought the same item online, and 69% have done the reverse, researching a product online and then buying it in a store.

And consumers who’ve done either are more likely to do both, the survey finds. 88% of consumers who’ve looked at a product in a store and then bought it online have also looked at a product online and then bought in a store. 59% of consumers who’ve researched online and bought in store have also looked at a product in a store and bought it online.

Consumers who go online to buy after seeing a product in store like to use Walmart (24%), Best Buy (21%) and Target (9%) stores as showrooms, and then visit Amazon.com most often to buy online (59%). Amazon.com is also where 48% of people who browse online but ultimately buy in a retail store start their journey, the survey says. Then they go to Walmart (26%), Best Buy (11%) and Target (11%) stores to make in-person purchases.

Harris Interactive polled 2,250 online U.S. adults for the survey in mid-November. Amazon.com Inc. is No 1 in Internet Retailer’s Top 500 Guide. Walmart is No. 4, Best Buy is No. 10 and Target is No. 18.

 

comments powered by Disqus

Advertisement

Advertisement

From IR Blogs

FPO

Darin Archer / E-Commerce

Alternative payments: the path to increasing global sales

While the credit card is the most popular online payment method in the United States, ...

FPO

Jim Tompkins / E-Commerce

Alibaba's great leap forward in China logistics

The giant e-commerce company has projected spending $50 billion to create a modern logistics network ...

Advertisement

Advertisement