Surveys Battle Over Online or In-Store Shopping This Holiday Season

Half of all U.S. consumers will research holiday goods online prior to Thanksgiving weekend, and 60 percent will make a Web purchase that weekend, according to a holiday research study conducted by Google (NASDAQ: GOOG).

Eighty-nine percent of shoppers will use the Internet this holiday season, the study found. In fact, 79 percent say the Web is their most useful shopping resource.

However, a different survey found that a majority of consumers will be shopping in stores. A whopping 88 percent of consumers will shop in stores this holiday season, compared to 75 percent who will shop online and 16 percent who will shop via a mobile device, according to the new Harris Interactive survey co-sponsored by Aerohive Networks and Euclid.

"Online shopping will never replace the tactile feel of an in-store shopping experience," Scott Frymoyer, head of Euclid's data insights team, told Chain Store Age.

The Google study found that around three-fourths of consumers will use online research to help determine which brands and retailers they'll turn to and the type of gifts they will buy. Plus, 41 percent will use a smartphone for shopping or research this season.

For more, see:
This WWD article
This Chain Store Age article

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