Web research leads to 70% more spending offline than online, new study says

A survey of 3,000 adults found that online research led to $180.7 billion in offline retail sales, 70% more than the $106.5 billion in direct online consumer spending, The Dieringer Group said today in its latest American Interactive Consumer Survey. "The data confirm that the Internet`s role as a consumer product information utility is much larger than its role as a direct selling medium," says senior consultant Thomas E. Miller.

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The survey, conducted during the 12-month period ended June 30, found that consumers spend at least $1.70 offline after online research for every consumer dollar spent directly online. That figure does not include additional web-influenced spending on financial and insurance products, Dieringer said.

The survey also notes that the Internet influences nearly 15% of total U.S. retail spending (excluding gasoline and food services). It adds that Internet-influenced sales grew 31% last year, while direct online sales grew 14% and total retail spending grew 5%.