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HALF OF U.S. SHOPPERS USE ONLINE PRODUCT INFORMATION

Source: Association for Interactive Marketing

Posted on August 11, 2004

      Nearly half of all U.S. consumers consider online product information before making a purchase. According to a study from Dieringer Research Group, Inc. (DRG), 114.1 million adults searched the Web for product information last year and 98.9 million of them went on to make a purchase either online or offline. By contrast, 106.7 million adults made purchases through mail-order catalogs, telemarketing, and direct mail channels.

      The research also revealed that three out of five U.S. adults go online regularly and the majority of Americans now use the Internet for shopping. The online audience in the U.S. is, generally, younger and more affluent than the traditional direct mail audience. The DRG survey cited a stronger economy and growing consumer confidence as factors in the increasing role the Internet plays in shopping and personal finance.




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