Consumers Do Homework Online
By George Anderson
It’s not news that consumers often research products and services before going into a store to make a purchase. What may surprise some is the number of people who are actually
According to a survey of over 7,300 consumers by BIGresearch, 75 percent of shoppers regularly or occasionally go online to do their homework about a product before going to
a store to buy it.
Joe Pilotta, PhD, BIGresearch, said in a released statement. “Most retailers have focused on their in-store experience but for many consumers online research is replacing the
store as a way of gathering information on products and pricing before purchasing at the store level. The new consumer shopping model fits the needs of today’s shopper who is
more knowledgeable and wants to have the option of purchasing goods and services where they want, when they want.”
BIGresearch found the products and services consumers research most often varies by demographic factors. For example: the product category researched most by consumers making
less than $15,000 a year is food. Those earning in excess of $100,000 research financial services most often.
The most often researched category by women online is travel. For men, it’s electronics.
Moderator’s Comment: What multi-channel retailers do the best job of integrating their online and in-store environments? What is your to-do list or Best
Practices for retailers looking to most effectively merge the virtual and actual shopping worlds? –
George Anderson – Moderator