To shop online or offline, that is the question. In a recent post on the Google Retail Advertising Blog, statistics were given on the percentage of consumers that shop online, offline, and a little of both.
How consumers tend to shop:
- 42% research online and purchase the products online
- 34% research online and then purchased the product at the store.
- 21% research online, research at the store and then purchase later online
- 12% research at the store first and then purchase the product online
- 7% purchase the product at the store and research the product later online
Considering that consumer behavior online and off varie so much, it is that much more important to track offline conversions that come from online strategies.