Consumers are increasing their search for consumer package goods online, according to a new survey by ICrossing.
Among online adults in the U.S., 39% said they have performed a search for CPGs online, a number comparable to those who search for real estate and financial products and services, the survey found.
In addition, online CPG searches drive offline sales: Research into special offers and looking for coupons that can be used in stores were the most frequently cited reasons for searching for CPGs (60% and 52%, respectively).
The survey noted that about two-thirds or more of those who search for nearly all types of consumer packaged goods said they would buy the product type somewhere — either online or offline.
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