2 The Internet is used at every stage of the research process from the initial scan to the more detailed comparison and final check before purchase.

3 Consumers are more informed from a multiplicity of sources; price is not exclusively the primary driver.

4 Online information and experience (and modified brand opinions) also translate into offline purchase.

There is also a wide variation in influence according to type of product, so it is important to assess the role of the web in supporting buying decisions for a particular market. Understanding the potential reach of a web site and its role in influencing purchase is clearly important in setting e-marketing budgets. A different perspective on this is indicated by Figure 2.17 which shows the proportion of people who purchase offline after online research.


Garden/DIY products Home furnishings Mobile phones Large home appliances Consumer electronics PC/Computer hardware Small home appliances Clothing/accessories Health and beauty products Computer games Financial products or services Food/groceries

0 10 20 30 40 50 60 70 80 % (by category) who bought offline after research online

Online Survey Champion

Online Survey Champion

There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.

Get My Free Ebook

Post a comment