Only about one in 10 digital shoppers researched both online and in-store
eMarketer estimates that Denmark will see business-to-consumer (B2C) ecommerce sales of $6.6 billion this year. And while sales growth is expected to slow during the next few years, total sales will still reach an impressive $9 billion by 2017.
Research from Foreningen for Dansk Internethandel (FDIH), an association dedicated to promoting ecommerce in Denmark, showed that the internet plays a key role for consumers who are shopping and making purchases online early on in the sales funnel. FDIH surveyed about 1,100 members of an Epinion panel in Denmark in Q3 2013 and found that 82% of those who had planned their last online purchase conducted research primarily online. Only 11% had researched both online and in-store, indicating that brick-and-mortar locations were not a key element of their planning process.
Furthermore, 62% of respondents said they researched goods online before buying them at a store often or very often, while 37% did so rarely.
Mobile commerce, meanwhile, seems to be stuck in stasis in Denmark, with FDIH reporting a slight decline in the number of those who had used a mobile phone to purchase a good, service or digital download over the previous month actually declining slightly between Q3 2012 and Q3 2013, dropping from 14% to 12%.
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