When Do Digital Buyers Research Products? - eMarketer

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When Do Digital Buyers Research Products?

For many consumers, researching is key

January 8, 2016

More digital buyers are researching products on the day of purchase than before or after it, according to 2015 data.

The survey from comScore represents activity among digital buyers ages 18 and older who made a digital purchase on its platform, and researched the product digitally. Research activity among digital buyers was highest on the day of purchase.

It was also high up to a week prior to purchase. For example, 21% of search activity on comScore’s platform revealed that US digital buyers researched products digitally one to seven days before purchasing anything.

Overall, research activity begins to heat up a month before purchase and continues for about a month after.

Researching is a focal point of the shopping process, and for many shoppers, mobile is an essential tool.

A Y&R survey looked at the demographic profile of US shoppers and found that they skew younger, as well as female. These shoppers use their mobile device to compare prices, get information, receive coupons and make purchases. When it comes to the demographic profile of these shoppers, females make up 53.4%, while males account for 46.6%.

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