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84% of online consumers comparison shop, but half still find it difficult
84% of online shoppers told BizRate they comparison shop online at least some of the time, and most said they do it often. And even though comparing prices across web sites is easier than at stores, 50% still complained it was too cumbersome.
The web is a great tool for comparison shopping--and consumers recognize it as such, says new research from BizRate.com, a comparison-shopping site and research company. In a survey last month, 84% of online shoppers told BizRate they comparison shop online at least some of the time, and most said they do it often.
In addition, of consumers who comparison shop, 63% told BizRate they compare prices by going site to site every time or most of the time they shop. 42% told BizRate they use shopping bots to compare prices most of the time or every time.
Despite the existence of shopping bots almost since Day 1 of Internet retailing, a study in December by Jupiter Media Metrix showed that only 10% of online consumers use bots. And even though comparing prices across web sites is easier than traveling from store to store to compare prices, 50% of online comparison shoppers still complained it was too cumbersome to comparison shop online.
BizRate’s Comparison Shopping study was based on 3,254 online shopper respondents at 2,000 e-retailing sites on Feb. 20 and 21.