No surprise, perhaps, but it seems nearly every shopping experience includes some online component – advance or in-store research, transactions off a printed catalog, offers from an email and social sharing.

The DMA 2013 Statbook bears this out, as well.

  1. 74% of people report that they browse in retail stores before buying online. Not surprisingly 59% of respondents report that online purchasing reduces their buying in traditional retail stores.
  2. 93 million adults redeemed an online coupon in 2012.
  3. Nearly 123 million adults in the US bought something online in 2012.
  4. Email is the preferred communication method between retailers and consumers.

 The chart below from the StatBook and provided by ExactTarget  helps illustrate how influential digital channels are for purchases – both online and offline.

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