With consumers increasingly going online to research and purchase everything from prescription medications to automobiles, it should come as no surprise that shoppers are now purchasing major appliances and furniture online. The percentage of consumers who purchase these items online after researching them now stands at 31%. This is a substantial increase from the 9% of consumers who indicated an interest in buying major appliances online in August 2006. Here’s what drives the purchase decision:
- Price 43%
- Free shipping 20%
- Large product selection 14%
- Convenient shopping from home 12%
Share this trend with your marketers and recommend an increase to the online portion of the media mix.
Internet Retailer, May 2008