Online Channels Now Exert More Influence on Apparel Purchases Than Offline Channels

Google and Compete published research in July, regarding apparel shoppers in the U.S., and found that:

  • 2012 will be the first year that apparel sales are more influenced by online channels that offline
  • 26% of apparel shoppers use social media to research a purchase
  • 28% use online reviews
  • 23% use video sharing (e.g., YouTube)
  • The only offline channels that beat online channels were Catalogs and Sales Circulars
  • 69% of apparel shoppers use their mobile to shop at home; ~30% shop via mobile while shopping in a store, or waiting in line

(click image to enlarge)
digital-influence-apparel-purchases

Thanks to MarketingZeus for the infographic! Really well done, in my humble opinion.

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