Key Finding: Digital researchers tend to be 45+ male from households earning $50K or more per year.
Key Findings: Digital is the primary channel of product research among Millennial (67%) and Generation X (56%) shoppers in the US. Baby Boomers (59%) and Seniors (72%) prefer to research products in physical stores.
Key Findings: Large retailer websites are the most preferred channel to buy among Millennials (76%), Generation Xers (76%), Baby Boomers (74%), and Seniors (66%)
Key Finding: Older millennials (25-34) are the heaviest online shoppers. More than four in five (83%) in this segment buy several times from online channels within a month. Young Generation Xers (35-44) are the next most frequent shoppers. Three in four (75%) in this demographic group go online and buy more than once in a month.
Key Finding: US shopper spend on average 68 days researching big ticket items before making a final purchase decision. For small ticket items, shoppers research the same day or jut one week prior to purchase. A third continue to research products after having bought them.
Key Findings: In-store displays are the top channel for research except for large size, low cost items. In-store displays are the top source of product discovery except for small size, high cost items
Key Finding: TV is the top source of product awareness among US shoppers, followed by online media