Internet Used for Product Research, Not Key Factor in Final Purchasing Decision, Says Report

The Internet plays an important role in how people conduct research for purchases, but it is just one among a variety of sources people use and usually not the key factor in final purchasing decisions. A new study by the Pew Internet & American Life Project tracks the decision-making processes for buying music, purchasing a cell phone, and buying or renting a home. Here are the top three sources used in product research for each of the three products.

For those who have bought music in the prior year:

• 83 percent say they find out about music from the radio, the television or in a movie.
• 64 percent say they find out about music from friends, family members, or co-workers.
• 56 percent say they find out about music through various online tools, such as going to a band's or artist's Web site or streaming samples of songs to their computers.

Among those who have purchased a cell phone in the prior year:

• 59 percent asked an expert or salesperson for advice 46 percent go to one or more cell phone stores.
• 39 percent use the Internet.

For those who have rented or bought new housing in the prior year:

• 49 percent use the Internet.
• 49 percent look through ads in the newspaper.
• 47 percent ask a real estate agent for advice.

Even though many buyers use the Internet in product research, relatively few say online information had a major impact on the product choice they eventually made. Only 7 percent of music buyers, 10 percent of cell phone buyers, and 11 percent of those who bought or rented a home in the prior year say that online information had a major impact on their decision.