More than ever before, consumers are using their computers to research items they buy in stores. And they’re also using stores to research purchases they make online. The growing power of the ROPO (research online purchase offline) effect is one area covered by Cisco‘s annual e-commerce survey.
The survey found that 65 percent of consumers research on their personal computers before entering a brick-and-mortar store. And 40 percent search in a store before purchasing online. Both of those are up slightly when compared with previous years.
Additionally, the study found that shoppers continue to rely on online ratings and reviews when deciding whether or not to buy a product.
You can read more about Cisco’s findings at blogs.cisco.com.