Omni-Channel Shopping Activity Differs Widely by Category

It’s become fairly well accepted that consumers are using a variety of online and offline sources to make purchases, but it’s worth remembering that the move to such “omni-channel” shopping isn’t consistent across all shopping categories. A new study from GfK serves as a good reminder, finding that a majority of US shoppers combine online and in-person sources when purchasing in areas such as consumer electronics (70%) and toys (66%), but far fewer do so when shopping for OTC medications and food and beverages (each at 15%). (more…)