Consumers research most products and services online but prefer to purchase goods in-store, an Australian survey has found.
The Deloitte 2008 Consumer behaviour survey found that for expensive items in particular, the internet was seen as a useful tool for researching and comparing prices, but not for actualpurchasing.
Consumers are likely to research furniture, white goods and appliances online, and then go to a shop to see the product and complete the transaction.
Groceries and food are some of the least purchased items online, but of those consumer who do buy food online, most aree aged between 44 and 54.
Director of Deloitte Growth Solutions Katrina Doney said increasing numbers of consumers were using the internet to research and compare products, prices and store offerings.
"Results of the survey show that online research is important regardless of whether or not the consumer is buying the product on the internet," Ms Doney said.
"Even for things that are less likely to be purchased online - like sports equipment, white goods, apparel and furniture - the internet can be a useful tool to research products and compare prices."
She said consumers were still going to retail stores to make purchases and receive "good old fashioned service".
"This indicates that for the moment, the internet will not replace retail stores as consumers look for flexibility in how they are served," she said.
"People are now more educated before purchasing big-ticket items, but they also like to go to stores and perhaps even treat shopping as a social experience".
The products most likely to buck that trend are entertainment items, such as books, DVDs, music and computer hardware and software, which consumers feel comfortable buying online.
Those aged 18 to 26 purchased health, beauty, clothing and accessories on the internet more than any other age group.
While 35 to 43 year olds were more likely than anyone else to buy toys and gifts online.
The Deloitte 2008 Consumer behaviour survey was conducted across the Tasman in early October and included 520 respondents.
