Abstract:
The paper describes an in-depth segmentation analysis of online and offline shopper activity and explores the demographic and cybergraphic similarities and differences among the various segments. In addition, key driver analysis provided us with a deeper understanding of what drives consumers to spend and make purchases online. This type of research will be of use to retailers both online and traditional to improve their marketing and retailing strategies by gaining a better understanding of their customers' online and offline behavior.
This could also be of interest:
Research Papers
Moving offline to online
Catalogue: Panel Research 2007
Authors: Simon Scholes, Christine Connor
Company: GfK
October 28, 2007
Research Papers
Measuring the complementary effects of online and offline media
Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Jeffrey Graham, Michele Madansky
 
June 14, 2004
Research Papers
Closing the offline/online gap
Catalogue: Automotive 2008
Authors: Marc Drüner, Hendric Halley
 
March 3, 2008
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)