Saturday, April 20, 2013

In-Store Gets the Cold Shoulder, as More Women Favor Web Buying

The benefits of shopping via digital channels—convenience, low prices and the ability to browse vast inventories—has brought a fast-growing number of people into the ecommerce marketplace. And women, often the chief shoppers of the household, are at the forefront of this transition.

Women's network SheSpeaks and female-oriented marketing firm Lippe Taylor surveyed over 2,000 US female internet users in March 2013 and found that only 6% reported still researching products primarily in-store, while another 5% asked friends and family for recommendations most often. The rest—89% in total—did their browsing mostly on the web, either via desktop (71%) or on mobile devices (18%). 

There is no question that for retailers trying to reach women early in the purchase path, online is the place to be.

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