The web affects offline spending 50% more than online spending, study says
The web influences $1.50 in offline sales for every $1 spent online, says a study just out from The Dieringer Research Group. Based on the results of a consumer survey, Dieringer says the web influenced $137.6 billion in offline products and services sales the past year compared to $93.1 billion spent online. The study, which included travel services, was based on telephone interviews with 1,400 adults who shopped online from mid-2002 to mid-2003.
The study noted that one of four consumers say that online information changed their brand perceptions during the past year. “This data clearly contradicts those who argue that the Internet does not seriously affect brand perceptions,” said Pam Renick, executive vice president. “We see overwhelming evidence that online content not only impacts brands but also drives traffic to retail stores.”
Dieringer’s online retail sales figures are larger than those reported by other sources, including comScore Networks Inc. and the Department of Commerce, due to its inclusion of online auction transactions and sales of travel services, event tickets and cars.
The Dieringer study was part of a broader multi-channel study, the 2003 American Interactive Consumer Survey, based on interviews with 2,000 consumers. But 600 of those consumers were adults who don’t shop online and were not included in the study’s section on web-influenced sales.
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