In our latest Google/Ipsos OTX research from September 2010, we learned that almost 9 out of 10 consumers will research online during their holiday shopping. Consumers are using online in their purchase process in a variety of ways. They might do research online, go to a store, research products more on their mobile phone in the store, then go back home and buy online. Over 40% of consumers plan to research online and buy online, and an even bigger group, plan to research online then buy in a store.

There is no such thing as an “online shopper” anymore or an offline vs. online marketing strategy. In consumers' minds, all channels are created equal, and the same shopper buys online and in-store. Make sure you are getting your holiday messages to consumers where they’re doing their research: online!