Research Online; Buy Offline

comScore’s Chairman Gian Fulgoni recently presented the “State of the U.S. Online Retail Economy through Q1 2009”.

Fulgoni’s presentation provided excellent insight into the online channel’s influence on both online and offline consumer behavior.

Because comScore gathers their data from a global panel of 2 Million Internet users, comScore research is required reading for every search behaviorist.

Of the material in comScore’s “State of the U.S. Online Retail Economy through Q1 2009”, I found the following slide one of the most provocative.

Research Onlne Buy Offline

Research Onlne Buy Offline

The message is clear: whether a brand marketer or a one person shop – having an online presence is essential for reaching and connecting with buyers both online and off.


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