Survey: Online for research, stores for buying

ChoiceStream researchers polled more than 1,000 US shoppers and found that customers are engaging with ads - they just aren't clicking on them. According to the report more than half (56%) of respondents say ads have prompted them to conduct an online search or browse direct to a site for more information rather than clicking on the ad seen. More than two-thirds (67%) say they browsed for that product a day or so after seeing the ad.

"Through better understanding the importance of collecting many different data points and analyzing them thoroughly marketers have a better chance at success," said Eric Bosco, CEO, ChoiceStream. "The reality of big data means companies need a disciplined quantitative approach to marketing."

Other interesting findings from the report include:
• 66% are researching products before going to stores
• 64% say they buy in-store, rather than online, so that they can have the product immediately
• Most people prefer PCs for shopping/searching
• 39% say they use tablets for reading and 30% say they use smartphones for social networking
• 86% don't like native ads, saying the formats make them feel they are being tricked

Image via Shutterstock

Tags: ChoiceStream, ecommerce, ecommerce trends, shopper trends