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Consumers use multiple sources for shopping research

A recent survey reveals that 70% of consumers use multiple sources for shopping research, demonstrating a blend of online and in-person methods. While 76% value in-person research, 70% also emphasize the significance of online research in their purchasing decisions. Interestingly, while 52% trust online reviews, a striking 89% prefer to preview products in person. The data suggests that extensive research is common for large-ticket items, indicating the depth of investigation consumers undertake to inform their purchases.

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Consumers use multiple sources for shopping research

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  1. Consumers use multiple sources for shopping research 70% FEEL THAT IN-PERSON RESEARCH IS IMPORTANT 76% FEEL THAT ONLINE RESEARCH IS IMPORTANT Q7. How important is online research to your purchasing decision? Base: (n =505)Q8. How important is in-person research to your purchasing decision? Base: (n =505)

  2. Online reviews and In-person preview important to purchase decision Despite growing patterns in online shopping… 52%trust online reviews and forums information 89%prefer to preview products in-person Consumers were divided on whether the salesperson has the most knowledge Q10. Please rate your level of agreement with each of these statements. Base: (n = 505)

  3. Extensive research conducted for large-ticket items % of people that conduct extensive 60% 36% 45% 6% 2% Little to no research Extensive research Q9. When considering the following types of purchases, please indicate the level of online research you undertake prior to making the purchase. Base: (n = 505)

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