Back in late September 2006, I launched an effort here at ShopLocal to conduct the largest and most comprehensive W2S survey that has every been conducted. After working with our great clients, we got 30+ retailers on board from a wide range of retail categories. I honestly never expected the massive number of responses that we ended up getting from a small, non-obtrusive free (eg no compensation for the respondents) survey. I was and still am really blown away. If this has taught me anything it is that people online like to fill out surveys and tell you what they think.
Below are some of the highlights of this landmark survey taken from the official company press release that launched today...
"The Online Circular and Shopping Benchmark Survey Finds 95% of Shoppers Who Check Online Deals Weekly Visit a Retailer at Least Once a Month with 53% Shopping Every Week
Consumers who first research products online are more likely to spend more and purchase more in-store rather than over the Internet, according to a new survey from ShopLocal, the leading multi-channel shopping resource. Of the more than 37,500 people who responded to the quarterly survey, 69 percent said they gathered information on products online and then made at least one purchase at a local store compared with 27 percent who bought over the Internet.
The majority of respondents (56 percent) went to the online circulars specifically to browse sales and discounts before purchasing and another 35 percent cited new specials piqued their interest. There was some variance from category to category with respondents indicating they browsed through the online circulars for less costly items, such as comparing groceries and beauty specials, but with a specific consumer electronic in mind, people often used the online circulars to research and compare specific items before visiting their local stores.
The Online Circular and Shopping Benchmark Survey was conducted by ShopLocal from October 26 through December 5, 2006 from 32 retailers and across five major categories: consumer electronics, food/beverage and health/beauty, home and garden, mass merchant and office supplies. Over 37,500 shoppers who went to the retailers Web sites responded to the survey."