Survey: Online Marketing Makes 91 Percent of Consumers Buy In-Store

Consumer behavior is in a constant state of change, and keeping track of it usually takes a significant amount of work. Also, although marketers are often aiming for online sales these days, they are still shooting to get consumers into stores to buy the newest items. The results of a recent survey from Wanderful Media, a company that specializes in local discovery shopping, show the way that digital advertising is influencing consumers in their buying activity. It shows that consumer shopping behavior is changing because of online advertising efforts, and it seems that the influence that digital marketing has on in-store purchasing is significant.

The results come from a survey of more than 1,000 consumers, with the objective of researching consumer shopping behavior. Here are the highlights of the company’s results:

  • The Internet drives consumers into stores – 91 percent have gone into a store based on an online experience; more than half after reading an online circular
  • Shopping is often a combined online/offline experience – 77 percent research product information online while shopping in a store, with 62 percent completing the purchase
  • Shopping online is done while multi-tasking – 63 percent shop online while watching TV, and almost a quarter shop while commuting

With that many people going shopping at stores bases solely on advertising they have seen on the internet, it is clear that a significant impact comes from the web. To break it down even further, the survey results show just what types of digital advertising are affecting shopping decisions most.

The survey shows 60% of respondents said that upon receiving an email a special price or promotion, they decided to shop in-store. 59% said that their behavior was influenced by online coupons. 56% of respondents stated that they saw an online ad promoting a sale. Another 55% said that they searched for a product and found a store location. 52% of respondents were influenced by an online circular, which is an ad with a group of weekly deals. About 22% said that a recommendation from a friend on a social media site influenced their shopping decisions. Only 9% of respondents said that their shopping behavior has not been influenced by marketing that they have seen on the web.

The survey also covers things like consumers checking for product information on the web while actually being in the store physically, with 62% of respondents saying that they complete the purchase of the item of interest while in the store, 25% saying that they bought something different based on information they found online, and only 13% saying they did not make a purchase.

The company concludes their reporting of the results from the survey with the following quote:

“The lines have blurred between online and in-store shopping and technology enables an experience that easily moves between online and the local retailer. The use of mobile phones and tablets provides the freedom to discover, research or see what your friends are buying, regardless of where you are and many consumers easily switch between devices depending on the task. It’s because of these behaviors that our products will be designed to easily and seamlessly move through the entire shopping journey from discovery through purchase with a strong focus on mobile.”

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Michael Levanduski

Michael Levanduski is the assistant editor of Performance Marketing Insider, and an experienced freelance writer. He writes content for a wide range of sites in virtually every niche, though he specializes in technical writing as well as creating content for the performance and internet marketing industry. Michael was born in Grand Rapids, MI where he still lives with his wife and three children.

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  1. Internet marketing is the fastest growing advertising method and essential for any business’ marketing plan. Although a website and website optimization is important, it is not the only strategy for a successful marketing campaign.

  2. Online Marketing is indeed very effective for business nowadays.
    If done properly, you will absolutely see good results.

  3. A lot of people have smart phones will full internet browsers, so I’ll expect them to buy more stuff online. Plus many stores have online-only sales, so most people will grab this oppurtunity when it happens.

  4. I remember seeing a video ad, and it grabbed my attention because I thoght it was a youtube video. I like the way facebook is using its entire social platform to advertise to users. Hopefully one day, they let us affiliate marketers advertise videos.

  5. I saw a video on facebook’s homepage once. I’m still mad that us small time marketers can’t use that feature yet. But once we are able too, I know for sure that it will convert like crazy.

  6. The only path towards business success is developing online marketing strategies. In 10 years, the vast majority of people will be doing their shopping solely online.

  7. The golden mine of 21st century-the internet marketing. The heads of the hot-shot companies are developing the latest trends in the field of online marketing as this is the best marketing solution trend to follow.

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