Consumers who search online are more likely to offer advice on the products and services they have purchased, according to a survey by market research firm, BigResearch LLC. They also are younger and more affluent than average, and more likely to be considering a high ticket purchase.
Of those surveyed, 47 percent who regularly search online said they frequently offer others advice about products and services they have purchased. That compares with 29.4 percent of all adults in the study, which queried 15,727 consumers.
"Consumers who research products online appear to be more knowledgeable and eager to share information," said Gary Drenik, president of BigResearch. "Because they are likely to tell a friend about their experience, they become a building block for viral marketing efforts."
Online searchers skew younger, with an average age of 43.2, compared with 44.8 for all adults surveyed. They are also more affluent, with an average annual household income of $65,500, versus the overall average of $56,811. Nearly a third describe their positions as professional or managerial.
Those who use search regularly are also more likely to be in the market for high ticket items. For example, almost one quarter of searchers said they plan to buy a TV in the next six months. This compares with just 17.8 percent of all adults in the survey.
Those who search routinely, 22.9 percent, are also more likely to be planning a computer purchase, compared with just 16.7 percent of all of the survey participants, according to the BigResearch data.
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