This is a good example of why companies need to understand how different “mediums” or “touchpoints” impact different stages of the customer lifecycle. This study indicates that the customer lifecycle stages influenced by web sites are the “learn” and “compare” stages.
InternetRetailer.com - Daily News for Wednesday, October 6, 2004
“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”
shout out to marketingvox.com
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