Web Shopping Cutting into Offline Purchases

02/13/2008

Over two-thirds (67%) of U.S. shoppers spend less in retail shops when they purchase online, according to a 2007 survey by the USC Annenberg Center for the Digital Future. This is up slightly from 2006, when 65% said the same.

A study conducted over a three-month period during the fall of 2007 shows that offline purchases still outpaced online purchases by an average of almost $200 ($511 to $313). However, web retailers could advance the argument that they are learning how to better reach consumers.

During the same three-month period mentioned above, online shopping outpaced TV catalog and phone shopping by wide margins, ie, $48 on catalog shopping; $43 via phone; and $33 shopping via television. [Source: Forrester Research "Retail Channel Surfers Prefer to Buy Offline" report, as cited in Internet Retailer].

While each shopping method offers unique benefits, internet marketing experts contribute the emerging preference of internet shopping to two things: interactivity and portability.

Social networking and review sites make online shopping an interactive experience that is hard to duplicate offline. Furthermore, shopping on the internet is a portable experience, thanks to the laptop. Shoppers can buy when and where they want.

While this is welcome news for all retailers with an online presence, the newer problem it presents is how to achieve maximum profitability without one scavenging off the other.

For more insight visit Ecommerce development Services