Multi-Channel CPG Shoppers [CHART]

Consumers rely upon multiple channels when shopping for CPG products, but they are beginning to narrow those channels, per an August 2012 study by SymphonyIRI. The percentage of consumers who relied upon fewer than 5 channels was up significantly in Q2 2012, rising to 49.2% from 44.5% in Q1. Conversely, the percentage of shoppers who relied upon 5-9 channels dropped from 52.4% to 48.9%. The report suggests that consumers may have identified the channels that offer the greatest perceived value, and are limiting their spending to those channels. Read the rest at MarketingCharts.