Multichannel Shoppers' Purchase Paths, February 2013 [CHART]

Chart - Multichannel Shoppers' Purchase Paths

When asked the first step they took in researching and/or shopping for a product this past holiday season, just 6% of multichannel shoppers surveyed by ForeSee said they visited the company’s website, mobile site, or mobile application using a mobile phone. But, 21% ended up visiting a company website or app using their mobile phone at some point during the purchase journey, equal to the proportion who visited the company’s store.

As research has previously shown, websites are the preferred digital medium during the purchase journey, and the ForeSee results show that a leading 57% started their path to purchase at a company’s website, while 73% visited the company’s website at some point during the product research and/or shopping process. Interestingly, respondents’ satisfaction scores were the same for company websites and for mobile sites, both as a first interaction and as a part of the overall journey. Read the rest at MarketingCharts.