Consumers Research Products and Services Online

A recent study released by Universal McCann highlights the importance of online research to active adult Web users around the globe.

Universal McCann defined “adults” to be anyone between the ages of 16 and 54.

In terms of products and services that these users researched online, holiday/destinations ranked atop the list with a 61.9 percent response rate.

This was followed by consumer electronics with 58.4 percent and travel with 56.9 percent.

Portable devices (56.6 percent), mobile phone services (56.0 percent) and computer software (52.3 percent) all received response rates above 50 percent.

Films (49.8 percent), music (48.8 percent), books (46.2 percent) and cars/automobiles (43.7 percent) rounded out the top 10.

These products and services are generally on the expensive side of the price spectrum.

EMarketer referred to a study released last year by BIGresearch, sponsored by Microsoft, that indicated that 40.4 percent of U.S. online shoppers researched electronics products online before purchasing them in a store.

Apparel followed far behind with 21.9 percent of respondents saying they researched these products before purchasing them in a store, followed by appliances with 21.6 percent.

As the economic landscape continues on its tumultuous path, consumers will grow more and more price-sensitive, which means the Internet will grow in its research value.

Sources:
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=92584

http://www.emarketer.com/Article.aspx?id=1006629