Offline businesses can no longer afford to forego investing in Websites and online advertising, Nielsen reported Tuesday.
A new survey conducted in May by Nielsen Online found that 80% of consumer electronics purchasers visited a store’s Website before buying a product in-store. The survey also found that most consumers (58%) prefer using the Internet for product research — compared with only 25% that prefer to do their research in a brick and mortar store.
The results indicate that consumers are increasingly turning to the Internet to conduct research before visiting local stores to make a purchase, Ken Cassar, Vice President, Industry Insights, Nielsen Online, noted.
“A strong Web presence with broad and deep online content is critical for all retailers, including brick and mortar stores,” he said. “Retailers that are able to facilitate consumers’ multi-channel shopping behaviors will enjoy growth in market share across the enterprise.”
Read coverage of Nielsen’s findings in Ad Age.