Consumers Researching Online Before Buying

Shoppers are affluent, educated

Not surprisingly, more and more consumers are hitting the Web to do research prior to making a purchase. Online research is conducted by 58% of Americans on products and/or services they are considering buying, according to a new study from the Pew Research Center’s Internet and American Life Project.

The finding is an increase from 2004, when 49% of Americans were doing such research.

The behavior of searching online is consistent across the sexes.

• 77% of men research online
• 79% of women conduct online research

Those searching online tend to have higher incomes and education levels.

• 87% are college graduates
• 88% earn $75,000 or more

The behavior is not consistent, however, among different races.

• 81% of Caucasians research online
• 76% of Hispanics search online for product information
• 66% of African-Americans turn to the Web

Frequency of searches has grown 

The frequency in which Americans are searching online about products and services also has increased. Daily, 21% of Americans research a product or service. In 2007, the number was 15%.

Among Internet users, 78% said that they at least occasionally research products and 32% have posted comments about products online.

Hand-in-hand with researching online is shopping online. More consumers also are making purchases online, according to Pew research. 52% of Americans buy products online. That is an increased from 36% who shopped online in 2000.

Do you research online? Before or after you buy?

Often times, I find that I research a product or service only after I’ve bought it. Am I alone on this?! If it is a significant purchase – like my Dyson vacuum – I did research that first online. But I’m not consistent. My recent Vitamix blender, by contrast, was a total impulse purchase. And a very pricey one, at that! ((I bought the red one, btw. Love it!)) Only after I bought it and got home, with the guilt setting in, did I go online to make sure it was a “smart” purchase. Clothes from Target? I read the customer reviews before buying online.

Am I alone?! When do you research a product – before or after you buy it?