A study conducted by the Pew Internet and American Life Project and put together by John B. Horrigan, looked at whether or not the Internet had any influence on how and what people buy. The Pew Internet & American Life Project based their findings on telephone interviews that were conducted between August and September of 2007 among a sample of 2,400 adults who were at least 18 years of age or older.

What They Found

The study looked at the purchasing decisions made by consumers with regards to three separate categories: music, cell phones and real estate. Here’s a brief breakdown of what they found for each category:

Music:

• 56% used the Internet to research the product.
• 7% claimed that online information had a major impact on their decision.
• 22% made their purchase online.
• 5% posted a rating or comments online after their purchase.
• 83% found out about music from the radio, TV, or in a movie.
• 64% found out about music from family, friends or co-workers.

With regards to purchasing music online, online resources are valuable in the fact that they provide valuable research information for the consumer. However, it does not influence them with regards to purchasing music online.
Cell Phones:

• 39% used the Internet to research the product.
• 10% claimed that online information had a major impact on their decision.
• 12% purchased their cell phone online.
• 3% posted a rating or comments online after their purchase.
• 59% asked an expert or salesperson for advice.
• 46% go to one or more cell phone stores.

With regards to cell phones, online information is extremely helpful in helping the consumers to compare prices. However, the vast majority of people still prefer to go into an actual store and purchase their cell phones by speaking to a representative about their options.

Real Estate:

• 49% used the Internet to research houses.
• 11% claimed that online information had a major impact on their decision.
• 4% posted a rating or comments online after their purchase.
• 49% look at ads in the newspaper.
• 47% ask a real estate agent for advice.

With regards to looking for a new house, the Internet provides a cheap and easy way to look up houses- especially if the consumer is looking to move to another area. However, the Internet is still not a substitute for hiring a real estate agent.

Overall

Horrigan cited the Internet as being a valuable research tool for online shoppers and at times provides information that is critically important in purchase decisions. However, this is not indicative as to whether or not a consumer will end up using the Internet to purchase items.

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