Survey: 51% of Shoppers Seek Online Access Via Store Kiosks

Just over half (51%) of U.S. shoppers now use or want to use in-store kiosks for self-service access to the Web, according to a recent survey of U.S. and U.K. consumers conducted by Cisco's Internet Business Solutions Group (IBSG). Among U.S. respondents, 42% expressed interest in using video screens or video walls within the store to help them make buying decisions.

Consumers' hunger for digital content as part of their brick-and-mortar shopping experience is having an impact on conversion rates. The 2011 online survey reveals that 19% of respondents were influenced to make a purchase with digital "inspiration" triggers. Video images are powerful triggers: 30% of respondents use online videos to choose the right product or service.

"Content is critical for all areas of the retail business, not just e-commerce," said Lisa Fretwell, senior director of Cisco's IBSG. "The key for retailers' survival is to reinvent the store by bringing online content into the store and creating engaging, personal and emotional experiences that encourage shoppers to buy. We call it a 'catch 'em and keep 'em' strategy, getting both footfall and fingertips from shoppers to drive sales."

The survey also provided further proof about the rapid rise of tablets as a shopping technology: 35% of U.S. respondents use or are interested in using tablets for in-store digital content delivery. Mobile phones are ahead only slightly, identified by 40% of respondents.