More Consumers Research Gift Purchases Online, Regardless of Where They Buy
A survey released this week by multichannel research and strategy firm the e-tailing group shows that 54 percent of the 1,300 consumers polled plan to research products online before purchasing from any channel. Other data gift-purchasing behavior revealed by the survey:
* 54 percent of consumers search directly for a specific item at a merchant site where they like to shop;
* 44 percent comparison shop three sites before making a final purchase decision;
* 39 percent browse multiple brick-and-mortar stores prior to completing a purchase;
* Of those consumers who plan to purchase 20 or more gifts online this holiday season, 77 percent are female, and 67 percent are between the ages of 25 and 44.
Source: the e-tailing group’s “The Mindset of the Multichannel Shopper: Holiday 2006,” http://view.exacttarget.com/?ffcb10-fe8c1c757466077472-fdf21071746506757c1c7472-ff3016737663