Regular or Occasional Online Search for Product Categories Regular Advice Regular Advice Givers Seekers Auto / Truck 68.1% 69.2% Clothing / Shoes 75.3% 75.3% Financial Services 54.4% 56.5% Maps / Directions 93.8% 93.6% Medical Information 69.4% 70.8%Beyond pure online research, advice givers and seekers responses are virtually the same when asked if they regularly or occasionally research products online before purchasing in a store or in person. 96.9% of advice seekers said so versus 96.6% of advice givers.
Top 5 Product Types Researched Online before Store Purchase Regular Advice Givers Regular Advice Seekers Electronics Electronics Apparel Apparel Appliances Appliances Home Improvement Shoes Shoes Home Improvement"Marketers should not bifurcate online behavior into convenient dualisms, seekers vs. givers. Rather, seeking and giving advice is a process of updating social networks punctuated by purchases. It would be detrimental to address these consumers as merely a source of building brand equity," said Pilotta. Additional information on SIMM and other BIGresearch samples may be accessed by going to: http://www.bigresearch.com and clicking on Complimentary Top Line Findings. About BIGresearch BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Study (SIMM) monitors more than 15,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media. They also conduct the Consumer Intentions and Actions Survey (CIA) which monitors the pulse of more than 7,000 consumers each month. BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.
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