Of course digital media and marketing influences peoples’ online purchases, as that is kind of the point, but did you know that the impact of digital efforts is nearly 4 times greater for offline purchases? Many market analysts believe that the influence of online marketing on offline purchases is more than one trillion dollars, which is a huge amount of money! There is actually a term for this buying behavior which was originally coined by Yahoo!, known as ROBO. It stands for Research online, buy offline.
According to a study performed by BazaarVoice, 54% of online shoppers research online before buying a product, as do 39% of people who buy products in a store. This report surmises that for every $1 in revenue brought on in online sales from digital outlets, another $4-$5 is brought in in real world sales. In addition – this fact may astonish you. 82% of shoppers use their smartphones to help them inside of the store while they are shopping. Some use their devices in store to see if they can get the item for cheaper some place else, but others also use their devices to read reviews to make sure they are getting the product that they actually want.
Different real world categories also have different percentages of people looking at them while purchasing. Food is on the lower end at 19%. While some people likely look up nutrition information or reviews of gourmet goods, most people don’t need to research the foods they want to eat from the grocery store. Also on the low end is furniture, also at 19%. Most people would prefer to test furniture in the real world, and everyone has different tastes as far as how soft or hard they like their furniture, and the look they prefer. The highest category with people researching online before buying is appliances. This makes sense. You don’t want to drop big bucks on a dishwasher only to find out that it has problems!
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