Does the Web inspire consumers to buy?
May 22, 2008 |
Although adult consumers in the US use the Internet to research and discover new products, it is usually not the key factor in final purchasing decisions, according to the Pew Internet & American Life Project's newly released "The Internet and Consumer Choice" study.
Pew surveyed consumers about how they discovered various products. Of respondents who bought music in the prior year, 83% found out about music from the radio, TV or in a movie. Nearly two-thirds followed the advice of friends, family members or co-workers. More than one-half said they went to band Web sites or streamed song samples.
However, when it came to actually choosing what to buy, only 12% of music purchasers surveyed said that online information had a major impact on their decision.
"The Internet is a tactical tool for shoppers who use it in product research, and usually not a game-changer in people's purchasing decisions," said John B. Horrigan, associate director at Pew, in a statement. "Its impacts show up in efficiencies in the search process. Even for a digital product such as music, people more often than not buy in stores, not online."
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