Research and Buying Squarely Online

By Christina Birchfield | 12/19/2013

Consumers peruse home improvement and appliances online before buying.


Shop till you drop or just until your fingers ache? We are shopping more online, and marketers are checking their lists to see how and what and why.

Even if we do not buy online, we research purchases online. The Decision Tree from MIT’s Technology Review, shown below, indicates that more than a trillion dollars in purchases are influenced by what we see online, and this also relates to big ticket purchases like home improvement. Roughly a quarter of us research home improvement and appliances online, a number very likely to rise.

Twenty-seven percent of those of us with smart phones do some of our comparison shopping and research on our smart phones while in a store.


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