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.
- 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.
- 93 million adults redeemed an online coupon in 2012.
- Nearly 123 million adults in the US bought something online in 2012.
- 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.