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
Published
September 2010
Topics

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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