A recent infographic from SiteJabber.com, a review forum for products, reveals interesting statistics about how we research items we are considering buying searches products online before purchasing.
What surprised me was that by gender and age group, we all use the Internet to research products with the same frequency. But when we sort the population by education, there are marked differences. While 56% of people with some high school education use the Internet for research, if you are a college graduate, that percentage jumps to 87%.
Some 58% of adults research products online daily, and 24% post reviews or comments online.
This next stat might explain why the has taken off recently. A third of adults use blogs and social media to gather info about a product. And almost half (47%) of those say what they read influences their spending decisions. SiteJabber.com relied on reports from the PewInternet.org, a research project of the Pew Research Center, for the data presented in this graphic.
I certainly spend time online looking for info about a product before I buy. I’ve heard from car dealers that nearly everyone who walks onto the lot has already done online research, which makes sense because information empowers you to haggle.
I usually Google the product I am looking for the word reviews. For example, I’ll do a Google search for “Epson CX6000 reviews.” If you have a particular product in mind, it helps to use specific terms. A search for “printer reviews” would be too broad to be useful, but “Epson CX6000” would lead me to specific reviews about that printer.
I find the Internet is incredibly useful when I want to buy something I know very little about. In this case, when I don’t know enough to have a specific product in mind, I’ll do a Google search along the lines of “mattress buying guide.” Once I know the terminology and common pitfalls, I can move onto specific brands and retailers.
I don’t have a favorite site that I go to for product reviews. What about you?