Online product research conducted by consumers during the past year helped drive $180.7 billion in offline spending, compared to $106.5 billion in direct online consumer spending, according to Dieringer Research Group.
The survey of 3,000 U.S. adults covered the impact of online and offline purchasing behaviors during the 12-month period ending June 30.
“The new annual spending data indicate that at least $1.70 is spent offline after doing online research for every consumer dollar spent directly online,” said Dieringer senior consultant Thomas E. Miller in a statement.
The study found that, nearly 15% of total U.S. retail spending (excluding gasoline, food services and inventories) is currently influenced altogether by the Internet, a much higher ratio than is commonly cited. In addition, Internet-influenced offline sales grew 31% last year and direct online sales grew 14%, while total U.S. retail spending grew only 5% during the comparable period.
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