Survey shows people prefer doing product research online
October 18, 2004 The results of a new survey done by the Dieringer Research Group, show that in the past year US consumers spent $1.00 online for every $1.70 they spent offline, after doing online research using a search engine. The survey was conducted in the 12 months between Q2 2003 and Q2 2004 among 3,000 US consumers in order to determine multi-channel consumer behavior. In total, $180.7 billion in offline purchases were made after consumers had conducted online research, a figure bigger than the $106.5 billion in purchases made online.  Not only were more Internet-influenced offline purchases made than online purchases over the 12-month time frame, but the percentage of offline purchases influenced by online research has grown faster than online purchases. Online sales increased by 14% from 2003 to 2004, while Internet-influenced offline sales rose 31% in the same period. A recent survey by the Online Publishers Association (OPA) shows that people favor doing product research online rather than offline by a large margin — 76% say they prefer finding product information online rather than in offline media, like magazines, compared to 21% who feel neither is better and 3% who favor offline methods. The DRG study indicates, however, that when it comes down to actually making the purchase, people seem to prefer doing it offline. Source: The Dieringer Research Group and eMarketer. 
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