A new report from Accenture reveals that the majority of product research happens online, while the majority of purchases resulting from that research happen offline in local physical store locations.
Specifically, the report notes that 67 percent of survey respondents prefer to make purchases in physical stores while 69 percent research product features online and 68 percent compare prices online. Combining these variables, 58 percent said they locate items online before going to a store to purchase, while only 13 percent said the Internet plays no part in their offline shopping.
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