Measure & Analyze / studies
It’s not just how you measure, it’s what you measure. Deciding which metrics matter most, to both marketers and their clients, is an ongoing test for marketing professionals.
Online Shopping in South Africa Icon
This study will help you understand more about how consumers in South Africa use various information sources, including the internet, when making retail purchases.
Key findings:
- 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