Things on the Internet never quite seem to be as simple as they appear. Shopping is no different. Despite a huge increase in Internet shopping in recent years and the perception that savvy online users shop there frequently, the Internet is really just a shopping tool to many — not a mall.
“As useful as online information might be in the shopping journey, users’ reliance on multiple sources indicates that buyers use the Internet in tactical ways,” says a report by the Pew Internet & American Life Project. “… However, the Internet is not usually the major factor that influences the final decision.”
The Internet is a valuable research tool for online shoppers and at times provides information that is critically important in purchase decisions. Yet, more often than not, purchases are consummated offline.
Photo by MSDesigns.