Internet More A Tool, Less A Mall


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.

Featured Opportunities

Related Stories