A segmentation of online and offline shoppers

The paper describes an in-depth segmentation analysis of online and offline shopper activity and explores the demographic and cybergraphic similarities and differences among the various segments.

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...