SOURCE: BIGresearch

June 25, 2008 11:14 ET

Online Searchers Are Spreading the Word, According to BIGresearch

Internet Investigators More Likely to Give Advice

COLUMBUS, OH--(Marketwire - June 25, 2008) - Consumers who regularly do their homework online before making product purchases in a store are a wealth of information and like to share their findings, according to an analysis of BIGresearch's ( most recent Simultaneous Media Survey (SIMM 11, Dec. 07) of 15,727 participants. Almost half (47%) give advice on a regular basis to others about products and services they've purchased, compared to 29.4% of all adults who say the same.

Do you give advice to others about products/services you have purchased?

                   Regularly            All
                   Search Online        Adults
Regularly          47.0%                29.4%
Occasionally       49.8%                63.4%
Never               3.2%                 7.2%

Source: BIGresearch, SIMM 11 (Dec 07)

"Consumers who research products online appear to be more knowledgeable and eager to share information," said Gary Drenik, President of BIGresearch. "Because they are likely to tell a friend about their experience, they become a building block for viral marketing efforts."

Identifying online researchers as a valuable target raises a couple key questions including who are they and what are they planning to buy?

According to the analysis, they tend to be younger than all adults with an average age of 43.2 (v. 44.8 for all adults). They report a higher average household income of $65,500 (v. $56,811) and a higher percentage (32.2%) hold a professional/managerial position at their place of work (v. 25.5%).

Online researchers are also planning to buy big ticket items at a higher rate than all adults. Since they want to make educated purchase decisions and share search results with others, they become not only a potential customer but an influencer of others to purchase.

Planned Big Dollar Purchases (Top 3)

                   Regularly            All
                   Search Online        Adults
Vacation           25.6%                21.4%
TV                 23.3%                17.8%
Computer           22.9%                16.7%

Source: BIGresearch, SIMM 11 (Dec 07)

So how much stock should marketers place in word of mouth influencing purchases? According to the analysis, almost half (49%) of all adults say word of mouth influences where they eat out, 42.6% say it influences electronic purchases and 38% say groceries, making it a viable media option to consider.

For additional complimentary data and charts, please click here:

About BIGresearch

BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. BIGresearch's syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge their consumption across media, products and services. Marketers can use SIMM to develop the types of consumer-centric marketing plans required to increase advertisers' ROI. The SIMM monitors more than 15,000 consumers twice each year. BIGresearch also conducts the Consumer Intentions and Actions Survey (CIA) of more than 7,500 consumers monthly.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.

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