62.8% of those who shop online, research online as well
BURST! Media found that 76.6% of respondents are online shoppers. 62.8% online shoppers say the Internet is their primary source of information when evaluating and comparing products. Other media cited as a primary information source includes newspapers and magazines (10.6%), brochures and pamphlets (6.3%), and television (5.7%). The percentage of respondents who say the Internet is their primary tool for comparison-shopping increases from 59.0% with those reporting household income of less than $35,000, to 70.6% with households reporting income of $75,000 or more.