Yahoo! and comScore Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store

Exposure to online advertising is
fundamentally changing the way consumers shop, according to new research from
Yahoo! and comScore, Inc. The study, which examined the impact of search and
display advertising on in-store sales for five major retailers, showed that
consumers exposed to online advertising tend to research or ‘pre-shop’ online
prior to purchase, and this behavior ultimately leads to increased in-store
sales. These highly-engaged ‘pre-shoppers’ spend an average of 41 percent more
in-store when compared to consumers not exposed to online advertising.

Link: Yahoo! and comScore Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store.

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