I got hold of the previously mentioned report from Parity today. It sheds some additional light but it still confirms my view that despite surveying a thousand people there’s something basically wrong with the study.
The researchers need to understand what people do online, what people do offline, and why; which is something they fail to do in this study!
Shopping online cannot and never will be the same as booking a hospital appointment. In the last two years I’ve made dozens of hospital appointments and even if you don’t want it to be, its different than buying a CD.