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Cross-Channel Commerce: The Consumer View
March 2010 A consumer research study commissioned by ATGSPaugrvee Hy eBaadcikngground
In late 2009, ATG commissioned a survey to look at two key questions:
. How frequently are consumers using multiple channels to browse, research and purchase a broad range of products and services?
. What are consumers' reactions to the experiences they find in different channels?
This online study, conducted by an independent service, polled 1,054 U.S. consumers aged 18 years and older. It analyzed their use of channels including computers, mobile devices, brick-and-mortar stores, catalogs, and customer service representatives to gain more information about or to complete the purchase of a product or service. The survey also gathered data about consumers' experiences with these channels, as well as their attitudes toward email marketing promotions and the incorporation of social media into their online commerce activities.
Specific topics covered in the survey include:
. Consumers' use of multiple channels when browsing/researching and purchasing an array of products and services
. The factors that would drive consumers to an offline channel to make a purchase when they start online
. The incorporation of social media and networks such as Facebook, Twitter, and MySpace as part of online purchasing activities
. Consumer reactions to discounts or promotional coupons sent via email as another sales channel
. Consumers' use of mobile devices for commerce activities
22 ATG Research Report | March 2010Executive Summary
While it's well known A few decades ago, consumers had two options for researching and purchasing products or services: They flipped through a catalog and that consumers use the completed a sale through the mail or phone, or they walked into a store. computer to browse Consumers' options have grown with the advancement of technology in recent and research products years. While some now prefer the ease of the Internet or the convenience of
and services, and go to their mobile devices, data suggests that shoppers are still relying on those more traditional channels for a portion of their buying experiences. physical stores, 30% of consumers today actually While it's well known that consumers use the computer to browse and use three or more research products and services, and go to physical stores, 30% of consumers
channels for a single today actually use three or more channels for a single transaction. Of course, there are also cases where consumers go to the store for further research, but transaction. then return to the Web site to make a final purchase.
Key findings of the survey include:
Consumers are using multiple channels to research and purchase, but When you want to buy a product or service, merchants can do more to close sales online. When purchasing a product or how many different channels do you typically use to research that item and make the service, more than three-quarters of consumers use two or more channels to purchase?research and complete the transaction. Nearly one-third of consumers said they use three or more channels. When these individuals were asked why they One 22%might start their research online via a computer or mobile device, but then go Two 48%to a store to make a purchase, a majority said they wanted to "touch and feel the product." But respondents also said that they would go to the store or call Three 24%a customer service representative because they "wanted to compare several Four 2%brands of the same product" or the merchant "didn't have all the product/service information I needed to buy online." These latter responses highlight More than four 4%a need for better information and innovation to be provided in the online and mobile channels. 01020304050
3 ATG Research Report | March 2010Executive Summary
Frequency at which consumers in the 18-34 In order to make the Even though it's still in its infancy, mobile commerce is already an important age group browse or research products and part of the cross-channel experience, particularly with younger consumers. sale, merchants must use services on mobile devices.Nearly a third of consumers are using their mobile devices to browse or catalogs to link potential research products and services at least periodically, while 13% are using th... [download for more]
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