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Will Stores Become Obsolete?
Will Stores Become Obsolete?
Will Stores Become Obsolete?
Will Stores Become Obsolete?
Will Stores Become Obsolete?
Will Stores Become Obsolete?
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Will Stores Become Obsolete?

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  • 1. Press Contact:Corporate CommunicationsHarris Interactive212-539-9600press@harrisinteractive.netWill Stores Become Obsolete?Americans increase their online shopping, reading reviews and value opinions sharedonlineNEW YORK, N.Y. – November 18, 2010 – While some stores differentiate themselves based on prices, othersattract customers through unparalleled service, or uniquely trained sales personnel. As Americans increase theironline shopping and their reading of product reviews and discussions online, will the in-store shoppingexperience ultimately become obsolete?These are some of the results of The Harris Poll of 2,258 adults surveyed online between September 1 and 3,2010 by Harris Interactive.When asked if, over the past year, the amount of time spent doing various activities online has changed, onequarter of online adults say that they have increased their time spent shopping (24%) online, as well as theirtime spent reading product reviews (25%). The age differences here may indicate this trend will continue, asapproximately three in ten younger online adults, aged 18-34, say they have increased time spent doing both ofthese activities (30% and 28%, respectively), compared to fewer than a quarter older online adults, 55 and up,who say the same (22% and 23%, respectively).The Changing Art of the SellThe data suggest that not only are Americans heading online to actually make purchases, but that they are beingconvinced of what to buy (or not buy) online as well. Over half of online Americans say that when using socialmedia, they prefer to listen to others share their opinions rather than give their own (53%), and, even moretelling, six in ten online adults say they value the opinions other people share on social media (60%). Althoughgreater numbers of adults who use the Internet seem to go online to hear what others have to say, over aquarter say they have used social media as an outlet to rant or rave about a company, brand or product (28%),as well.The Effects of ChangeWhile online shopping can afford consumers with side-by-side price comparisons, countless product reviews,suggestions and opinions, is there also something lost in the experience? When asked to think about their lifeand relationships in general, over half of online Americans say that they have had less face-to-face contact withfriends recently (54%) and just under a third say they feel lonelier now, than they did previously (31%). As withthe increasing use of online features, younger online adults are experiencing these feelings at greater rates thanare older online adults—over half of those 18-34 say they now have less face-to-face contact with friends (56%),compared to fewer than half of adults 55 and older (49%), and 36% of those 18-34 say they feel lonelier now,compared to just a quarter of those 55 and older who agree (26%).©2010 Harris Interactive All rights reserved.
  • 2. So what? While the Internet may provide tools and services which can educate consumers, potentially helping them to get the best products for their money, there may be something lost in translation through the solitary experience of communicating and shopping online. As with many new developments, time will reveal the best practices for adoption and use, working to both solve an issue or improve a system, while also providing users with an enjoyable and beneficial experience. TABLE 1A LIFE AND RELATIONSHIPS “Thinking about your life and relationships in general, please indicate how strongly you agree or disagree with each of the following statements.” Base: All online U.S. adults Agree Strongly Somewhat Disagree Somewhat Strongly Not (NET) agree agree (NET) disagree disagree applicable % % % % % % %Recently, I have had less face-to-face contact 54 21 33 42 26 16 4with friends.I find I keep in touch with more friends now 56 21 35 40 29 11 4than in the past.I know what’s going on with many of myfriends and acquaintances, but I don’t 58 15 43 39 27 12 4interact with them personally or individually.I feel more connected to people now than I 57 18 39 39 29 10 4did previously.I feel lonelier now than I did previously. 31 11 20 63 29 35 6 Note: Percentages may not add up to 100% due to rounding TABLE 1B LIFE AND RELATIONSHIPS “Thinking about your life and relationships in general, please indicate how strongly you agree or disagree with each of the following statements.” Summary of those saying “strongly agree” or “somewhat agree” Base: All online U.S. adults Total Uses Total Does Age Gender Total Social Not Use 18-34 35-44 45-54 55+ Media Social Media Male Female % % % % % % % % %Recently, I have had less face-to-face 54 55 49 56 55 57 49 55 53contact with friends.I find I keep in touch with more friends 56 58 43 63 56 51 52 53 60now than in the past.I know what’s going on with many ofmy friends and acquaintances, but I 58 60 44 60 60 55 54 57 58don’t interact with them personally orindividually.I feel more connected to people now 57 59 43 63 54 54 53 53 61than I did previously.I feel lonelier now than I did 31 32 25 36 27 33 26 33 29previously. Note: Percentages may not add up to 100% due to rounding 2
  • 3. TABLE 2A CHANGE IN TIME SPENT ONLINE “Over the past year, how, if at all, has the amount of time you spend doing each of the following things online changed?” Base: All online U.S. adults Increased Increased Increased Has not Decreased Decreased Decreased Not (NET) significantly somewhat changed (NET) somewhat significantly applicable % % % % % % % %Shopping 24 5 19 50 17 12 5 9Posting/uploading 22 6 16 41 11 7 4 26photosReadingnewspapers/current 26 7 19 51 12 8 4 11eventsPosting or commenting 14 3 11 33 10 5 4 43on friends’ blogsPosting information on 8 3 6 27 10 6 4 55my own blog(s)Viewingfriends’/acquaintances’ 34 9 25 34 8 5 3 23info and/or photos onsocial networking sitesReading product 25 6 20 51 9 6 3 15reviewsPostingcomments/reviews 13 3 10 43 9 6 4 35about brands, productsor services Note: Percentages may not add up to 100% due to rounding3
  • 4. TABLE 2B CHANGE IN TIME SPENT ONLINE “Over the past year, how, if at all, has the amount of time you spend doing each of the following things online changed?” Summary of those saying “increased significantly” or “increased somewhat” Base: All online U.S. adults Total Age Education Total Does Uses H.S. Some College Total Not Use Social 18-34 35-44 45-54 55+ or college grad + Social Media Media less % % % % % % % % % %Shopping 24 25 20 30 22 20 22 22 24 28Posting/uploading photos 22 23 10 27 25 19 13 18 23 25Readingnewspapers/current 26 25 29 26 27 26 25 20 27 32eventsPosting or commenting on 14 16 1 16 14 17 9 12 16 15friends’ blogsPosting information on my 8 9 3 12 11 5 4 6 9 11own blog(s)Viewingfriends’/acquaintances’ 34 38 5 39 36 35 26 29 36 38info and/or photos onsocial networking sitesReading product reviews 25 26 22 28 26 25 23 23 24 29Posting comments/reviewsabout brands, products or 13 14 6 16 13 14 8 11 15 13services Note: Percentages may not add up to 100% due to rounding TABLE 3A OPINIONS ON SOCIAL MEDIA “Please indicate how strongly you agree or disagree with the following statements.”Base: All U.S. adults who use social media Agree Strongly Somewhat Disagree Somewhat Strongly Not (NET) agree agree (NET) disagree disagree applicable % % % % % % % In general, I prefer to interact with acquaintances using social media, 44 10 34 44 21 23 12 rather than face-to-face. In general, I prefer to interact with friends using social media, rather than 23 5 18 67 31 36 11 face-to-face In general, I prefer to interact with family using social media, rather than 19 5 15 69 25 44 11 face-to-face. When using social media, I prefer to listen to others share their opinions 53 12 41 31 23 8 16 rather than give my own. I value the opinions other people share 60 10 50 25 18 7 154
  • 5. on social media. I feel important when I give my feedback about brands, products and 41 9 32 34 21 13 25 services in the social media space.Note: Percentages may not add up to 100% due to rounding TABLE 3B OPINIONS ON SOCIAL MEDIA “Please indicate how strongly you agree or disagree with the following statements.” Summary of those saying “strongly agree” or “somewhat agree”Base: All U.S. adults who use social media Age Total 18-34 35-44 45-54 55+ % % % % % In general, I prefer to interact with acquaintances 44 59 44 38 25 using social media, rather than face-to-face. In general, I prefer to interact with friends using 23 27 27 19 14 social media, rather than face-to-face In general, I prefer to interact with family using 19 24 22 19 10 social media, rather than face-to-face. When using social media, I prefer to listen to others 53 55 52 53 50 share their opinions rather than give my own. I value the opinions other people share on social 60 68 61 58 50 media. I feel important when I give my feedback about brands, products and services in the social media 41 47 43 39 30 space.Note: Percentages may not add up to 100% due to rounding TABLE 4 LIFE ON SOCIAL MEDIA “Please indicate how strongly you agree or disagree with the following statements.”Base: All U.S. adults who use social media Agree Strongly Somewhat Disagree Somewhat Strongly Not (NET) agree agree (NET) disagree disagree applicable % % % % % % % I have used social media as an outlet to rant or rave about a company, brand or 28 10 18 57 21 37 15 product. I understand that by participating in social media, I’m giving up part of my 80 39 41 10 7 3 10 privacy. What I reveal about myself on social networking sites is just a snapshot, not 73 41 32 12 7 5 16 a complete portrait, of who I am.Note: Percentages may not add up to 100% due to rounding5
  • 6. MethodologyThis Harris Poll was conducted online within the United States between September 1 and 3, 2010 among 2,258adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income wereweighted where necessary to bring them into line with their actual proportions in the population. Propensityscore weighting was also used to adjust for respondents’ propensity to be online.All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources oferror which are most often not possible to quantify or estimate, including sampling error, coverage error, errorassociated with nonresponse, error associated with question wording and response options, and post-surveyweighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they aremisleading. All that can be calculated are different possible sampling errors with different probabilities for pure,unweighted, random samples with 100% response rates. These are only theoretical because no published pollscome close to this ideal.Respondents for this survey were selected from among those who have agreed to participate in HarrisInteractive surveys. The data have been weighted to reflect the composition of the adult population. Becausethe sample is based on those who agreed to participate in the Harris Interactive panel, no estimates oftheoretical sampling error can be calculated.These statements conform to the principles of disclosure of the National Council on Public Polls.The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior writtenpermission of Harris Interactive. ®The Harris Poll #143, November 18, 2010By Samantha Braverman, Project Researcher, Harris InteractiveAbout Harris InteractiveHarris Interactive is one of the world’s leading custom market research firms, leveraging research, technology,and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Polland for pioneering innovative research methodologies, Harris offers expertise in a wide range of industriesincluding healthcare, technology, public affairs, energy, telecommunications, financial services, insurance,media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territoriesthrough our North American, European, and Asian offices and a network of independent market research firms,Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. Formore information, please visit www.harrisinteractive.com.6

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