CorpComms Magazine

Almost half of consumers still prefer to buy products in store despite researching them online, according to a survey by marketing company Kyp.

Whilst web-surfers will happily hoover up impromptu deals online, with six out of ten choosing to buy CDs, DVDs and computer games over the web, when it comes to bigger purchases, such as computers, televisions and other household appliances, buyers tend to opt for the high street.

Online product reviews are the most trusted source of guidance when buying consumer goods such as electronics, with 34 per cent of shoppers following their lead, but one in five consumers still prefers the personal touch and is more influenced by the advice of in-store sales assistants.

Over half of consumers identified lower prices as the primary motivator when buying online whilst three in ten cited the increased convenience of shopping from home.

When browsing in store, a third of shoppers considered advice or product demonstrations the most likely factors to influence their decision, 18 per cent valued the security of paying in person, a further 18 per cent preferred the high street shopping experience and one in seven was at the mercy of impulse purchases.

Nicholas Miller, chief executive officer at Kyp, said: 'The web is an important research tool for shoppers, but online retail does not yet meet the need to touch, experience and ask questions about a high investment item. Brands should not forget the origins of the in-store shopping experience and the role that the real world plays in the consumer journey.'

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