An on-line study, commissioned by ATG (Art Technology Group Inc. – “the premier provider of personalized cross-channel commerce software and services“), identifies that consumers use multiple channels when seeking information about a potential purchase.
Just over a thousand (1,054) US adults where polled by an “independent service.” The study focused on their use of computers, mobile devices, brick-and-mortar stores, and consumer service representatives to source information before purchasing a product or service. The consumers used multiple channels when “browsing” for information.
The study states that “more than three-quarters of the consumers used two or more channels to research and complete the transaction.” While nearly another third used “three or more channels.” However, the majority admitted that they would ultimately go to a store to make the purchase as they wanted to “touch and feel the product.”
Surprisingly, less than a quarter of the consumers surveyed included social network sites like Facebook and Twitter as an information source. Disturbingly, a similar number (22%) indicated that “they didn’t even know” you could use social network sites like Facebook and Twitter for this purpose.
The full ATG consumer research study can be found here (© 2010 Art Technology Group, Inc.)
