Shoppers Use Web as Research Tool Before Heading to the Store

An article by Wendy Davis on the Media Daily News site: Study: Tech Purchasers Consult Web First, takes a look at some survey results published yesterday saying that shoppers, who visit brick-and-mortar stores, first use the web as a research tool.

What's more, shoppers rely far more heavily on the Internet for product information than on TV, radio, or magazines, concluded the study. "The Internet is climbing in usage and purchasing influence, magazines, TV and radio are being marginalized and newspaper influence, while still strong, appears increasingly limited to coupon offers and sale notifications,"

The study is titled: Impact of Online Research on Off-Line Retail Buying: Predispositions and Outcomes" and was conducted by the CMO Council and The ConsumerEdge Research Group. It was sponsored by Yahoo.

We've posted the full text (pdf) of the report (lots of graphs) here.