Internet users are good customers offline!
March 19, 2001
According to this survey, online shoppers are generally better "brick-and-mortar" consumers than those who do not use the Internet. This is another element in favour of the online/offline synergies:
It's quite understandable that more Internet consumers go to hardware stores than offline consumers, but the gap of nearly 20% that can be seen on the cultural level (video stores and bookstores) proves more interesting. Indeed, the last factor indicates that even though the multimedia achieved an important role in the life of American people, Internet users still appreciate books and particularly like to flick through the pages before they buy them. This proves once again that it is not that easy to modify the way consumers behave on the Internet.
And yet, please use these figures with caution. Indeed, Internet users have a household income much higher than average, and this factor influences the fact they visit stores more often, whether these stores are off or on line.
Source : Chicago Tribune