It’s become fairly well accepted that consumers are using a variety of online and offline sources to make purchases, but it’s worth remembering that the move to such “omni-channel” shopping isn’t consistent across all shopping categories. A new study from GfK serves as a good reminder, finding that a majority of US shoppers combine online and in-person sources when purchasing in areas such as consumer electronics (70%) and toys (66%), but far fewer do so when shopping for OTC medications and food and beverages (each at 15%).
Overall, 37% of the US shoppers surveyed said they combine online and offline shopping sources across the 12 categories measured. Aside from consumer electronics and toys, many are leveraging these various sources when shopping for apparel (58%) and home appliances (57%), while the fewest are doing so for cleaning products (14%). Read the rest at MarketingCharts.