In Online Shopping, Touch Appears to Beat Click

Megan Woolhouse, reporting for The Boston Globe:

When consumers participating in the study reached out and touched an image on a touchscreen, the experience nearly rivaled their feelings of touching merchandise in a brick-and-mortar store, according to the measure of satisfaction used in the study.

“It’s kind of surprising how strong the effect is,” said S. Adam Brasel, a Boston College business professor and lead author of the study. “And we’re not necessarily aware it’s taking place.”

This seems like a big deal.

★ Wednesday, 18 December 2013