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The internet is playing an increasingly critical role in the path to purchase, according to a new study from Aptos. The commerce platform polled shoppers in three large metropolitan markets and found that city dwellers in Chicago, Los Angeles and New York had some distinct shopping preferences.
It also found a common thread - the use of Amazon as a research tool. Roughly 32 percent of shoppers said they used retailers' websites to research their most recent purchases, but 22 percent used Amazon even when purchasing elsewhere. More survey participants used Amazon for research and inspiration than Facebook, Pinterest, Twitter, Instagram and blogs combined.
Mobile, of course, played a large role with 40 percent of shoppers using mobile devices and apps to research purchases.
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