Marketers may wish to bulk up on informational thrust of campaigns.
A new survey has isolated a large demographic of Internet users marketers may want to retool their strategies to reach: the Web-to-Store (W2S) shopper.
The so-called "2005 Web2Store Benchmark Survey" was conducted by The Dieringer Group, polling 1,101 consumers who used the Internet to research products or stores before making a local shopping trip in Q4 2004.
This group favors the Internet primarily as a research tool and a time-saving device for retail purchases they make offline, said Dave Hamel, CMO of CrossMedia Services, the parent company of ShopLocal.com, which commissioned the survey.
"It's pretty significant as a niche, in that includes 83 million people," Hamel said. "It may cause online marketers to balance the e-commerce focus of their Web campaigns with information-centric creative pointing Internet users to the brick-and-mortar storefront."
The study found for every dollar spent online, the average W2S shopper spends $1.60 offline at local stores. Among affluent shoppers, the disparity is even more acute, with W2S shoppers spending $1.98 offline at locals stores for every dollar spent online.
"Not everybody wants to buy everything online," said Thomas Miller, senior consultant at Dieringer, who referred to the survey's finding that among W2S shoppers, 70 percent say they do more W2S now than they did a year ago. In 2005, 48 percent of W2S shoppers plan to more of this type of research online, and buy offline than in 2004.
Other findings include:
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Hong Kong, May 5-6, 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
May 6, 2015
12:00pm ET/9:00am PT