Here's a piece of very interesting research.
According to a Post-Holiday Online Shopping Study conducted by Jupiter Research, 47% of Internet users who reported researching products online during the 2005 holiday season bought those products offline at a physical store, by phone or through some other offline channel.
This reports drives home two important themes that we should all keep in mind:
1) People are using the Internet as a research vehicle not just as a purchasing channel. So, whatever is written about you both good or bad, is probably being looked at by prospective buyers. It's amazing how easily accessible theater reviews are to a consumer. Simply google your show name with the words "Broadway reviews" after it. It shows if people want that information, they can freely gain access to it.
2) The overall effectiveness of online marketing isn't always fully represented through the sales reported on a tracking code. People very well may have seen your ad online and purchased through alternative non-trackable channels.
The report goes on to say, "it's not that shoppers are uncomfortable using the internet. Fully 63% of survey respondents said that they researched products at online merchant sites, and 62% of Internet shoppers used general search engines (such as Google and Yahoo!) when researching products online."
What the report doesn't say is WHY they didn't order online which seems to be a critical piece of information missing here.
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