Online Shopping in South Africa
4.2011 | EMEA
This study will help you understand more about how consumers in South Africa use various information sources, including the internet, when making retail purchases.
- Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
- Accordingly presence in the online research process is crucial for relevance in the offline purchase process
- In the online research process search is the dominant tool for initial and intensive research: search creates awareness and navigates to relevant sources