Offline Shoppers who Research Online Spend More

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 that 52% of in-store TV purchasers researched products online before buying, with the majority opting not to buy online in favor of seeing the product in person first.

Goals
Quantify the role of the internet in the TV purchase process
Identify the differences between those that use the web in the purchase process vs. those that don’t
Understand purchase process of online researcher
Approach
357 offline TV purchasers at Fnac recruited via contest entry at point of purchase (in-store)
Follow up telephone interview then conducted ten days after purchase
Results
Offline shoppers who research online spend 33% more than those who don’t research
The majority of offline shoppers research online before purchase
Wanting to see the physical product is the principal barrier to online transaction

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

 

The Zero Moment of Truth for Consumer Electronics Study