Where Consumers Conduct Product Research Online [CHART]

Chart: Where Consumers Conduct Product Research Online

Several studies have suggested that the majority of online shoppers begin their retail research on Amazon, rather than a search engine. But two new pieces of research – from Kenshoo and from Bing – call into question the concept that Amazon is used more extensively in product research than search.

In its survey of 3,100 consumers from the US, UK, Germany and France, Kenshoo found that more respondents turn to Google (85%) than to Amazon (72%) to help them find product ideas and information before making a purchase. That was true in each country, including the US, where 84% used Google compared to 71% using Amazon.

Likewise, research from Bing – reported here by Search Engine Land – found that 70% of retail searches occur on top search engines, versus 30% on Amazon. Rather than being survey data, that study was based on an analysis of 9 million US users who conducted a retail-related search or visited Amazon on a web browser. Read the rest at MarketingCharts.com.

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