Ever since the appearance of e-commerce, there have been tons of studies to unearth the link between online and offline (brick-and-mortar retailers) retail sales. Normally, the shoppers evaluate the shops and get product data from the Web before continuing to get the merchandise from an offline store.
Nevertheless, there are others whose views are contradictory to what has been mentioned above. Latest information released by the USC Annenberg Faculty Center for the Digital Future, which has scrutinised the reverse trend, says that customers, who are fifty years recent or higher than, sometimes 1st hunt for product offline, compare and analysis the product in the brick-and-mortar stores, before buying them from on-line stores.
Substantiating their claim, researchers at the USC Annenberg School Center for the Digital Future say that they have found that around 66 per cent of the consumers within the age cluster of fifty and sixty nine years had made online purchases only once researching the product within the native stores. This is true even for consumers on top of the age of seventy years. The report says that at least 50 per cent of the consumers from this cluster too created online purchases only after researching the products in offline stores.
The study confirms that the older generation prefers to research the products at the native stores before creating purchases online merely because they like to work out things before buying them. And this is still true for all online purchasers.
Per Jeffrey Grau, a senior analyst at eMarketer, is of the opinion that the elderly Web users comprise a lucrative online shopper chunk and hence the Internet vendors will now not overlook them. Jeffrey more states that these senior online shoppers likely to be better employed than the younger heap of Net users and have higher incomes too. As they are financially higher off compared to the younger generation, these seniors have more shopping for capacity.
Projections created by e-commerce specialists, the share of Net users in the age group of 62 years and on top of will grow at a healthy annual average rate of 7.vi per cent between the amount 2006 and 2011. This escalation speed is more than double the expansion rate for the entire population in the US, that currently stands at 3.one per cent.
Another study released by Pew Net & American Life Project researchers in February 2008 revealed that compared to the younger shoppers, the elderly shoppers were less charmed by the advantages of retail e-commerce. Thus, it makes heaps of sense when several of them use a multi-channel approach to induce the best potential retail experience.
It is a truth that the Internet is fast growing to control all varieties of retail business - online or offline. Per projections, sales influenced by the Internet can comprise 28 per cent of the whole retail sales in 2012. And this can be a important increase of 18.7 per cent from this
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