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Data: Internet Influence over In-Store Shopping Grows

The overwhelming majority of purchases take place in-stores, yet the Internet is a major influencer of these purchases. Consulting firm Deloitte argued last year that 64 cents of every dollar spent in retail stores is influenced by the internet.

To find out just how influential the internet is, we conducted a one-question survey asking consumers, “How often do you do online/mobile research before buying something in a store or from a service business?” Roughly 63% of respondents said they consulted the internet at least 50% of the time. But the more striking finding is that 46% of users (almost half) are doing online research at least 75% of the time before buying offline.

Younger consumers and urban residents do more of this, but it’s growing across the board. The specific level of internet influence will vary by product or service category. Yet any category involving any level of consideration, is probably now touched by the internet.

The data comes from an LSA survey conducted using the Google Consumer Survey tool with 1,001 respondents. For more information on the survey, click here. To access the graphic above, click here.

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