We’ve known it for sometime that the Internet has changed the way people shop for products. It’s not good enough anymore to trust in-store displays or even salespeople as the majority of consumers do research well before they get in their cars and head for a retailer. According to a recent Pew study 58% of Americans research products online and 78% of Internet users have at least occasionally done online research for a product.
The research also shows us that the more educated, wealthier consumers are most likely to do research online but even the majority of low income, less educated consumers understand the value of online research.
In addition to income and education it’s also reassuring to see that there is no difference between suburban and urban consumers with regard to product research online.
Overall every segment listed above is over 50% so full steam ahead with every effort to provide a better consumer experience online. The Internet is where buyers and sellers meet on purpose.