SOURCE: Experian Consumer Research

July 03, 2008 10:01 ET

10% of Today's Shoppers Are Multi-Channel Shoppers

NEW YORK, NY--(Marketwire - July 3, 2008) - Multi-channel shoppers are identified as people who regularly participate in more than one method of shopping, including online, in-store, catalog, and phone order. Experian Consumer Research found that nearly 10% of the U.S. population falls under this category, making multi-channel shoppers an extremely valuable target for retailers.

Unlike compulsive "shop-a-holics," multi-channel shoppers are more likely to make educated and informed buying decisions, look for sale items, and research specific products before purchasing them. While these shoppers do spend a significant amount of money on shopping, they spend more time researching, and are not likely to make impulsive buying decisions.

Multi-channel shoppers also use the Internet as their primary source of both information and entertainment, providing companies with new opportunities to communicate with these consumers using multiple methods. For instance, a YouTube video of 20-year-old men demonstrating various non-traditional ways to put on a pair of Levi's jeans was viewed over 3 million times since it was posted over a month ago. This same video is projected on a screen outside Macy's Herald Square. This video allowed Levi's to entertain their consumer while also promoting their product.

Familiarity with this important market of educated and well-informed shoppers is extremely valuable to any company. Who these consumers are, their attitudes about shopping, and where they stop, are among the distinguishing traits of multi-channel shoppers discussed in the free download.

Download the report on Multi-channel shoppers.

About Experian Consumer Research

Experian Consumer Research is the Home of Simmons, the Voice of the American Consumer™ for over 50 years and delivers the full suite of Simmons products and services. It is a full service, market and consumer research organization dedicated to enabling clients to optimize communications with their customers and prospects across multiple channels by providing a robust description of the American Consumer. For more information, visit www.experianconsumerresearch.com.

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