Majority of consumers research online, purchase offline

Accenture's reports that according to a survey of 600 consumers, over two-thirds of consumers research products online, before making a purchase offline. It said that 69% of consumers use the Internet to research products, 68% compare prices online and 58% located products online, before heading to a regular store to make a purchase. It also found that 67% of consumers prefer to buy products in brick-and-mortar stores.

“Instead of replacing bricks-and-mortar stores, the Internet is an extension of consumers’ in-store shopping experience providing a resource to research product and price,” says Jeff Smith, global managing director of Accenture’s Retail practice. “Retailers and manufacturers must understand this consumer behavior trend in order to reach shoppers, educate them, serve them and earn their loyalty.”