Google and Amazon Top Destinations for Product Research

Google tops the list of places online consumers go when making product purchase decisions. Of adults interviewed by Forrester Research, 20 percent said they found the search engine the most helpful when making a decision to purchase a product or service.

But Amazon wasn’t far behind. The survey shows 19 percent find Amazon most helpful for gathering product information and coming to a decision about purchasing online.

Of course, that doesn’t mean consumers are only shopping online. There’s plenty of ROPO (research online, purchase offline) effect to be seen. Of those surveyed, 67 percent said they’ll be buying a product or service in the store in the near future while 58 percent expected to make an online purchase.

“Shopper marketers must think of their digital properties as a mechanism by which to drive consumers to the store and improve the in-store experience,” Corinne Madigan and Tracy Stokes write in the report.

You can read more about the Forrester report at

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