Product researchers are quick buyers, survey says
35% of shoppers who begin their product research at a manufacturer’s web site made a purchase within a week of starting research, says a survey of 39,000 consumers by Channel Intelligence, developer of systems that link manufacturers’ web sites to retailers’ sites. Of that number, more than two-thirds bought from an online retailer, about a fourth bought from a local retail store and the balance bought directly from a manufacturer`s web site.
The 2004 Channel Intelligence Consumer Buying Intent Survey polled more than 39,000 customers of 26 product manufacturers, such as Kodak, Olympus, Samsung and Hewlett Packard, regarding their recent online shopping experiences. Participating manufacturers span 11 product categories, including Photo & Video; Consumer Electronics; Computing Systems; Peripherals; Software; and Small-to-Medium Business Networking.
The survey also found that 93% of shoppers often research at the product manufacturer`s web site before making a purchase and 56% of shoppers who intend to buy within the first week of initial interest intend to make that purchase online.
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