10% of Today's Shoppers Are Multi-Channel Shoppers

Multi-channel shoppers are identified as people who regularly participate in more than one method of shopping, including online, in-store, catalog, and phone order. Experian Consumer Research found that nearly 10% of the U.S. population falls under this category, making multi-channel shoppers an extremely valuable target for retailers.

Unlike compulsive "shop-a-holics," multi-channel shoppers are more likely to make educated and informed buying decisions, look for sale items, and research specific products before purchasing them. While these shoppers do spend a significant amount of money on shopping, they spend more time researching, and are not likely to make impulsive buying decisions.

Multi-channel shoppers also use the Internet as their primary source of both information and entertainment, providing companies with new opportunities to communicate with these consumers using multiple methods. For instance, a YouTube video of 20-year-old men demonstrating various non-traditional ways to put on a pair of Levi's jeans was viewed over 3 million times since it was posted over a month ago. This same video is projected on a screen outside Macy's Herald Square. This video allowed Levi's to entertain their consumer while also promoting their product.

Familiarity with this important market of educated and well-informed shoppers is extremely valuable to any company. Who these consumers are, their attitudes about shopping, and where they stop, are among the distinguishing traits of multi-channel shoppers discussed in the free download.

Download the report on Multi-channel shoppers.

About Experian Consumer Research

Experian Consumer Research is the Home of Simmons, the Voice of the American Consumer(TM) for over 50 years and delivers the full suite of Simmons products and services. It is a full service, market and consumer research organization dedicated to enabling clients to optimize communications with their customers and prospects across multiple channels by providing a robust description of the American Consumer. For more information, visit www.experianconsumerresearch.com.