SOURCE: BIGresearch

July 11, 2006 11:12 ET

Websites Put Shoppers Onsite

BIGresearch Survey Reveals Who's Researching Online, What They're Buying and What Websites They're Using

COLUMBUS, OH -- (MARKET WIRE) -- July 11, 2006 -- According to BIGresearch's June Consumer Intentions and Actions Survey (CIA), when asked how often they research products online before buying them in person or in a store, 87% of nearly 7,500 respondents said they did so occasionally to regularly.

Of those who said they researched products online before buying them in the store, 58% made less than $50K per year, 51% were female, and 59% were between the ages of 25 and 54. The survey also divided these respondents into two income brackets to profile which items were most frequently researched online, but purchased in person by those making above and below $50K per year.

"Those in the higher income bracket researched and then bought electronics most often, followed by home improvement items and appliances," said Joe Pilotta, VP of Research for BIGresearch. "The other group reported electronics, apparel and medicines/vitamins/supplements as their top three products researched online, then purchased in person."

Over the last 90 days, which types of products did you research online
before buying them in person?

Top 5 Products Researched       Adults (18+)    $50K+/yr.     $50K/yr.
Electronics                         39%            43%          35%
Apparel                             17%            18%          17%
Appliances                          17%            20%          15%
Home Improvement Items              16%            21%          14%
Medicines/Vitamins/Supplements      15%            14%          16%
In both income groups, the top search engine used for product research was by a large margin, but made a surprising appearance in the top 5 websites used first among those who did their comparative shopping online before buying in the store.
When researching products online, which website do you go to FIRST?

Top 5 Search Engines Used       Adults (18+)    $50K+/yr.     $50K/yr.                          22%            27%          20%                            8%             7%           8%                           6%             7%           5%                             3%             2%           4%                          2%             1%           3%
"Online sales are continuing to grow. Retailers cannot view online, as ancillary to the store, rather retailer websites must be viewed as extensions of the bricks and mortar as well as a concentrated shopping experience," said Pilotta.

Additional information on CIA may be accessed by going to: and clicking on Complimentary Top Line Findings

To comment on this release visit the BIGresearch blog:

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Consumer Intentions and Actions Survey (CIA) monitors the pulse of more than 7,000 consumers each month. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 15,000 consumers twice each year.

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

Contact Information

  • Contact:
    Phil Rist
    (614) 846-0146