Net pushes plenty of offline buys


eMarketer finds that according to the Dieringer Research Group, the Internet is a powerful force in terms of influencing consumers' buying habits offline. Dieringer reports this month that $137.6 billion has been spent offline in the U.S. by consumers who first went online for product research and information. Dieringer compares the Internet-influenced spending total to the $93.1 billion actually spent online in the past year, proving that dollars spent online do not necessarily tell the full Internet retail story. Dieringer surveyed 2,000 U.S. consumers to determine how their online behavior affects their offline buying habits. In 2002, AOL and RoperASW surveyed 1,001 US Internet users and determined that 55% sometimes research a product online and then buy that item offline.

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