Compete: 94% Do Online Research Pre-Purchase

A week or so ago Compete released some data showing how consumers use multiple sources of information prior to making a purchase and how those sources may differ by category. One interesting stat from the survey data that jumped out at me was the following:

[O]nly 6% of consumers surveyed as part of the Online Shopper Intelligence study indicated that they conducted no research prior to their last online purchase.

In other words, 94% did online research before making an online purchase.

While the context here is online purchase behavior, we can reasonably assume that this behavior is equally applicable to the far more common practice of buying offline. Most purchase behavior occurs offline (e-commerce is less than 4% of US retail) and these online buyers are not going to behave differently when they buy in physical stores.

Prior studies by comScore, BIGResearch, Yahoo! and others have found 80% to more than 90% of consumers buying in-store have consulted the Internet for information prior to purchase: ROBO.

Here’s another interesting piece of data from the Compete survey, showing the continuing popularity of coupon sites.

Source: Compete, Inc. 2/10.

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13 Responses to “Compete: 94% Do Online Research Pre-Purchase”

  1. Las webs con más visitas :: Páginas web con más Tráfico y visitas :: Ranking de webs más populares :: ¿Quién recibe más visitas en la web? | Contenido Web y Marketing Online Says:

    [...] Compete: 94% Do Online Research Pre-Purchase « Screenwerk [...]

  2. Ad News and Views from Around the Web « Yahoo! Advertising Blog Says:

    [...] Even if you’re brick and mortar, you still gotta be online This comes by way of Greg Sterling over at Screenwerk. According to a recent poll, 94 percent of consumers did some research online prior to making a purchase. While e-commerce only makes up four percent of U.S. retail sales, people overwhelmingly (61 percent) use Internet search to research a purchase. [...]

  3. Yahoo! Search Marketing Blog » Ad News and Views from Around the Web Says:

    [...] Even if you’re brick and mortar, you still gotta be online This comes by way of Greg Sterling over at Screenwerk. According to a recent poll, 94 percent of consumers did some research online prior to making a purchase. While e-commerce only makes up four percent of U.S. retail sales, people overwhelmingly (61 percent) use Internet search to research a purchase. [...]

  4. Forrester Looking at Wrong End of Commerce « Screenwerk Says:

    [...] off as well. The online –>offline number should be larger. Recall that Compete/TNS conducted a survey in which it found that 94% did research online prior to (online) purchase. Prior studies by [...]

  5. Ad News and Views from Around the Web | Hello, Yahoo Mail! Says:

    [...] Even if you’re brick and mortar, you still gotta be online This comes by way of Greg Sterling over at Screenwerk. According to a recent poll, 94 percent of consumers did some research online prior to making a purchase. While e-commerce only makes up four percent of U.S. retail sales, people overwhelmingly (61 percent) use Internet search to research a purchase. [...]

  6. A lire dans la blogosphère – Semaine du 1er au 5 mars. | Deblog.fr, le search marketing à la loupe Says:

    [...] préalables. Autrement dit, 94% font des recherches en ligne avant d’acheter. Un article de Gesterling pousse cette logique sur le « off », en s’appuyant sur d’autres [...]

  7. Reason to Do SEO #472 « Web Design, Internet Marketing and SEO Says:

    [...] research online before making a purchase check out this blog that talks about how many people are doing their homework online. from → SEO ← How Long Does SEO Take? No comments yet Click here to [...]

  8. Steven Milstein Says:

    Hi Greg,

    Great post, again. You’ve been a great source of ROBO info.

    Thanks,
    Steven

  9. Ecommerce Season – Why Site Speed Matters More Than You Think in 2011 | Web Performance Optimization Says:

    [...] anywhere and anytime on any device. But it’s also a key component of the buying process with 94% of consumers doing online research before a purchase.  If your website speed is slow you will lose new sales, repeat sales and referrals. (Who would [...]

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