A segmentation of online and offline shoppers
Understanding the increasingly complex consumer
Lori Iventosch–James Harris InteractiveKatie Lamont Harris Interactive andKyle Karnes Harris Interactive
SUMMARY OF KEY FINDINGS
- As expected, the ratio of online to offline purchasers varied considerably across the vertical markets studied with Clothing, Health, Home and Toys having the largest proportion of Offline Only purchasers; Electronics and Gifts the largest proportion of Online and Offline purchasers; and Auctions, Books, Music, and Video the largest proportion of Online Only purchasers.
- Key Driver analysis of online and offline spending behaviour yielded predictable results with internet...