When it comes to finding information about items they’d like to purchase, 69% of the respondents in Yahoo’s new study said they trusted the internet. They study is called “The Long and Winding Road: Gamesmanship of Shopping” and it’s the lead up to a webinair they’ll be delivering later this week.
The concept they’re after here is that thanks to the internet, consumers have the ability to do a lot more research before a purchase than they could in the past. They’re using search engines and online content to explore their purchase options and getting recommendations from friends through social media. Because of this, buyers are less impulsive, which isn’t necessarily the best news for marketers.