DoubleClick Performics Study Finds Many Holiday Shoppers Research Online, Buy Offline
Sixty percent of respondents who researched a product online went offline to make a purchase, and, once in the store, 35 percent of them bought the item they researched online as well as additional items.
These were key findings from a DoubleClick Performics holiday shopping study conducted with Opinion Research Corporation. DoubleClick Performics is the performance marketing division of advertising solutions company DoubleClick Inc..
The findings shed light on the holiday shopping plans of men and women with children less than 18 years of age, as well as factors stymieing consumer spending, and differences in planned holiday spend by product category and consumer demographics.
Highlights from the study include:
- When asked how toy recalls and lead paint dangers would impact their shopping, more than half of respondents (58 percent) said they plan to go online to research and eliminate dangerous products from their shopping lists.
- Gas prices, the top limiting factor among respondents, will limit shopping for 52 percent of consumers. Twenty-eight percent reported feeling the effects of the housing/mortgage crunch, and another 25 percent listed unemployment as a limiting factor.
- Men plan to spend an average of $893 on holiday gifts this year, significantly more than women ($673), but age and income also have a strong impact on intent to shop.
- Only 28 percent of shoppers younger than age 35 plan to spend at least $600; while 39 percent of those age 35 to 44 and 40 percent of those older than 45 plan the same.
- Fifty-five percent of households with income in excess of $75,000 will spend at least $600, while 30 percent of respondents earning $35,000 to $49,999 and 15 percent earning less than $35,000 will spend at least $600.