Report: Shopping, Search, Decision Making Online Product Research, by Jim Jansen, September 29, 2010
“The commercial use of the internet by American adults has grown since the mid-2000s, with 58% of Americans now reporting that they perform online research concerning the products and services that they are considering purchasing. That is an increase from 49% who said they conducted product or service research online in 2004. Moreover, the number of those who do research about products on any given day has jumped from 15% of adults in September 2007 to 21% in September 2010. From February 2004, the number of adults conducting research on any given day has more than doubled, up from 9%. Additionally, 24% of American adults say they have posted comments or reviews online about the product or services they buy, indicating a willingness to share their opinions about products and the buying experience with others.Many Americans begin their purchasing experience by doing online research to compare prices, quality, and the reviews of other shoppers…”
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