Most Shoppers Research Purchases Online

The vast majority of online adults (78%) have researched a product or service online, and 32% have posted comments or reviews online, according to Pew Internet & American Life Project. On a typical day, 28% research products and services online in 2010, up from 19% in 2007.

Men (77%) and women (79%) are nearly equally likely to research purchases online. There is also little difference by age: 77% of 18-29 year olds, 80% of 30-49 year olds, and 81% of 50-64 year olds perform online research; however, fewer of those aged 65 and older (68%) do so.

Those with broadband access (83%) are significantly more likely than those without (67%) to research purchases online. English speakers (79%) are also much more likely than Spanish speakers (53%) to do so [Ed: This difference may be related to the limits of retailers’ Spanish-language sites rather than a lesser interest in researching products online, as well as fewer online Hispanic households].

Similar trends exist among those who review products and services online. Men (31%) and women (33%) are nearly equally likely to do so. English-speaking users (34%) are more than twice as likely as Spanish-speaking users (15%) to post online reviews. Those with broadband access (35%) are twice as likely as those without (17%) to post reviews.

There is less difference in product review posts by age, with 33% of 18-29 year olds having done so, as well as 35% of 30-49 year olds, 30% of 50-64 year olds, and 31% of those aged 65 and older.

Source: “Online Product Research,” Pew Internet & American Life Project, Jim Jansen, Senior Fellow, 1615 L St. NW, #700, Washington, DC 20036; 202-419-4500; jjansen@acm.org; www.pewinternet.org.

© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.

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