Just over 70% of consumers research what they want to buy before they go to the shop to make the purchase, according to a Prospectiv survey of US consumers reported by WebProNews.
Interestingly, search tools are not the primary way in which people get information about possible purchases. While 25% use Google type searches to get compare products, 27% rely on e-newsletters they have subscribed to and receive from their preferred retailers.
When researching products online 48% said they were looking for information about the product, 46% wanted discounts or deals and a small 6% wanted tips on how to use the product.
The message for retailers appears to be clear – if you don’t have a subscriber service on your website, better get moving!