Two items of good news for eCommerce in the last few days:
Friday, Accenture reported that most product research (69%) and comparison shopping (68%) happens online. Actual purchases, however, happen offline (67%). 13% said the Internet played no role in their offline shopping. The study backs up last year’s comScore stat that stated that 63% of search-related purchases happen offline.
The Kelsey Group adds that for purchases over $500, more than 90% happen offline.
Search Engine Watch says that this offers an opportunity for local product search to step up.
There wasn’t any indication of shoppers’ reasons for buying in person. These could range from “I wanted it now” to “I didn’t want to pay shipping costs” to “I wanted to try it on/out first.”