US Affluents Who Research Online & Buy In-Store vs Online, Q1 2014 [TABLE]
Digital didn’t appear to play a major role in US affluent internet users’ research or purchase processes when buying luxury items.
Just 22% of respondents said they researched online and then purchased in-store, indicating they may not get inspiration for luxury purchases during digital browsing. Meanwhile, only 15% of respondents researched in-store and then bought online, possibly because they didn’t feel comfortable making expensive purchases digitally—or maybe they just wanted their luxury items instantly. Read the rest at eMarketer.