Offline Shoppers who Research Online Spend More
9.2010 | Europe, Spain
Fnac, a leading electronics retailer in Spain, wanted to know how the Internet was affecting the TV purchasing decisions of its in-store shoppers. Google asked Nielsen to help us analyze these shoppers' online behavior. We found:
- 52% of in-store TV purchasers researched their purchase online before buying
- Consumers who researched online before buying spent 33% more on average
- Wanting to see the physical product was the biggest reason for not completing purchase online
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