Online Engagement and FMCG Spend in the UK
Consumers often research online and purchase offline—a behavior we call ROPO. In a 2011 study, we found that 64% of U.K. shoppers spent significant time engaged in this behavior before making major purchases (vs. 50% in 2008). We think a major reason for this is that it's a convenient way for users to shop around for the best deal possible.
- Published August 2012