Pre-shoppers spend more
Exposure to display and paid search advertising dramatically alters the way consumers behave while shopping on the internet, a new report claims.
A study carried out by Yahoo and comScore showed that consumers who have been exposed to search or display ads tend to carry out online research, or ‘pre-shop’, before making their purchase. This, in turn, leads to increased in-store sales.
The study claimed that pre-shoppers, primed by internet ad exposure, tend to spend 41 per cent more in-store compared to those who have not looked at online ads.
"Although recent research cites 89 per cent of consumers shop for information about products online, less than seven per cent of retail sales actually take place online," Amy Vener, senior director of retail category at Yahoo, commented.
"This means retailers have a prime opportunity to engage this audience of ‘pre-shoppers’ through online advertising to capture incremental sales in-store."
