November 22, 2006, 12:00 AM

Online research influences online and offline purchases

58% of adults plan to do online research during the holiday season and 43% plan to make online and offline purchases based on that research, says a new study conducted by Opinion Research Corp. for Performics Inc.

Mark Brohan

Research Director

58% of adults plan to do online research during the holiday season and 43% plan to make online and offline purchases based on that research, according to a new study conducted by Opinion Research Corp. for Performics Inc.

Consumers who do pre-purchase online research tend to be brand-sensitive, according to the study. Nine out of 10 people who do online research before buying a product always or sometimes end up buying the exact brand they researched, with 28% saying they always do and 62% saying they sometimes do. Only 6% say they rarely buy the same brand they researched while 2% say they never do.

Online research also influences offline purchases, the study found. About three out of four consumers (77%) who research online end up making a purchase when they go to a store. Fifty-two percent of those purchase the item they researched while another 18% are likely to purchase the item and additional items.

Those 65 years or older are the least likely to always or sometimes buy the product they researched, although it’s still very likely they do (80%), according to the study. Those with some college education or higher are more likely than those with high school degrees or less to always or sometimes buy the brand they researched (92% vs. 83%).

During the holiday season, 81% of households with incomes of $75,000 or more plan to conduct research online, compared with only 41% of those with household incomes of less than $25,000, the study showed.

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