Program Details

RetailFluency

A study that explored the impact of the Internet on in-store purchasing revealed a shifting landscape of media influence on consumers.

Sponsors and Partners:

Sponsors and Partners:

Overview

A study that explored the impact of the Internet on in-store purchasing revealed a shifting landscape of media influence on consumers: The Web’s power in shaping in-store sales is growing rapidly. The CMO Council’s Summer RetailFluency Report, commissioned by Yahoo! and fielded in partnership with The ConsumerEdge Research Group, showed that more than half of the 322 post-purchase shoppers polled consulted the Internet before purchasing at an offline location. Half of this group reported spending 1-3 hours conducting their online research.

The exit poll surveyed retail shoppers exiting BestBuy, CompUSA and Circuit City stores during Dads and Grads season in 2005. Shoppers were asked about the products they purchased, how their purchase was influenced by various information sources, how much time they spent researching their purchase on the Web, and whether or not their purchase decision was changed after they entered the store.

The results were presented in a comprehensive report that generated articles by media outlets such as CNET News, The Wall Street Journal Radio Network, MediaPost and Internet Retailer.

Research: Survey & Reports

Report

RetailFluency

The CMO Council surveyed retail shoppers at three consumer electronics stores in four U.S. markets to study the impact of the Internet on in-store purchasing behavior. While the findings represent a single snapshot of consumer behavior, they paint a clear and dramatic picture of the shifting landscape of media influence. The Internet is climbing in usage and purchasing influence, magazines, TV and radio are being marginalized, and newspaper influence, while still strong, appears increasingly limited to coupon offers and sale notifications. More

Learn

Read