Internet sites remain the preferred digital channel for shoppers across most phases of the online shopping journey, beginning with the awareness phase of research, according to a July 2012 report by Capgemini. 72% of the more than 16,000 digital shoppers surveyed across 16 countries rated internet sites as important or extremely important for learning about products, followed by email (58%) and in-store technology such as kiosks (49%). Social media was cited by 45%, ahead of smartphone applications (40%), with call centers trailing, at 32%.
The value of the internet as a research tool holds firm across commodity types. 79% of electronics shoppers said the internet is important during the awareness phase. 74% of do-it-yourself (DIY) shoppers said the same, as did 73% of fashion shoppers, 70% of health and personal care shoppers, and 59% of food shoppers. Read the rest at MarketingCharts.