“Strong online browse-to-buy correlation rates for fast-moving consumer goods translates to loyal repeat customers for these categories,” said Burbank.
Are consumers using the Internet to research products with the intention of making a purchase online, or are they taking their newfound knowledge back to brick-and-mortar retail locations to make the transaction? The answer largely depends on the product—and you may be surprised by some of the findings.
When it comes to shopping for clothes, event tickets, books and toys, or making reservations for tours and hotels, consumers typically have something specific in mind. For these transactions, there is mostly a one-to-one correlation between online searching and shopping—those who browse online also buy online. These closely linked browsing/buying items are also among those with the highest respondent purchase intention rates, which range between 35% and 46%.
Consumable products, on the other hand, have lower online browse/ buy intention rates than non-consumable products, but surprisingly, they boast just as strong browse-to-buy correlations. For example, for cosmetics, 33% of global respondents say they browse and 31% say they buy: nearly a one-to-one correlation. Similarly, about one-third of global respondents say they browse and buy personal care products (31%/29%) and groceries (30%/27%). About one-fourth browse and buy pet products (24%/21%) and baby supplies (23%/20%), and roughly one-fifth browse/buy flowers (20%/18%) and alcoholic drinks (20%/17%).
E-COMMERCE:EVOLUTION OR REVOLUTION IN THE FAST-MOVING CONSUMER GOODS WORLD? AUGUST 2014, The Nielson Company, 2014