Some three-quarters of multichannel shoppers browse online before they buy from stores, according to a new report from technology supplier IBM.
The IBM survey of more than 1,000 UK consumers has found what most retailers who run web sites will already know: Customers favour researching online before making a store purchase rather than going to store and then completing a purchase via the internet.
The research also revealed that around half of the UK consumers surveyed will switch retailers when they move between shopping channels, with price the main factor.
More than 3,000 US consumers were also questioned for the study, and IBM has identified that multichannel shoppers in the UK are more mature compared to their US counterparts.
The age group with the highest percentage of monthly multichannel shopping experiences in the US is 18-24, while in the UK it is the 25-34 age group.
No comments yet