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Digital influence in retail – a global study

Navigating the new digital divide

This report explores the digital preferences of consumers, especially how the use of digital devices impacts in-store shopping behaviour. It is based on a survey of thousands of consumers in nine different worldwide markets.

Over three years ago, we set out to explore consumers’ digital preferences – how the use of digital devices impacts in-store shopping behavior. What began as a simple exercise has led us to conclude that digital technology and easy access to digital information not only affects sales within digital channels, but also has a much broader impact on in-store sales and in-store consumer behavior – a concept we refer to as ‘digital influence.’

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