8 Out of 10 Retail Shoppers Do ‘Pre-Shopping’ Research
By Anna Johnson on June 30th, 2011According to research by Shopper Sciences, 84 percent of retail shoppers perform pre-shopping activities, such as internet research and online comparison shopping, before visiting a retail store.
Shopper Sciences’ Macro Research Study involved surveying 5,000 shoppers across 12 diverse categories in April 2011. It found that shoppers use an average of 10.7 different sources in their pre-shopping decision-making process. In particular, they are increasingly using Internet search, retailer and manufacturer websites, and social media to inform themselves about products and services they want to buy.
It’s not just big ticket items – such as cars, holidays and electronic equipment – that shoppers research. They also research items in relatively low-priced categories, such as grocery and personal care. What’s more, of those shoppers who start and complete their shopping on the same day, 45 percent use online sources to aid their buying decision.
