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Survey: Web Is Top Tech-Product Research Tool

3/23/2007 02:58:00 PM Eastern

El Segundo, Calif. — About 25 percent of consumers use the Web as their primary pre-purchase resource, according to a survey conducted exclusively for TWICE by the market research firm Campaigners.

The survey’s purpose was to determine how consumers research technology products when they’re shopping.

Consumers named a number of factors to back up their pre-purchase research process, including their belief that the Web is convenient, available 24/7, includes a broad spectrum of opinions, doesn’t “use pressure tactics,” is unbiased and is free.

Web-weary traditionalists need not worry too much, however. It seems “word-of-mouth” still has some cachè. The survey found that about 23 percent of consumers use their friends, families and co-workers as their primary source for information on technology products because they’re “trustworthy, reliable, honest, easy to understand and have first-hand knowledge.”

Sales associates also have a fairly significant influence with consumers; 19 percent of those surveyed chose them as their main source of information.

Other noted research sources and methods named by participating consumers included:

  • magazines and reviews, 11 percent;

  • speaking to someone who already owns the product they’re researching, 10 percent;

  • TV, 9 percent; and

  • other, 3 percent.

The survey was taken by 1798 consumers in national and regional retail stores between Feb. 12 and Feb. 25.

Campaigners estimates that it has driven more than $3 billion in retail sales through it’s in-store sales training, market intelligence, merchandising, special events and mystery shop services. Campaigners conducts its field work with “educated, highly trained and incentivized delegates who create a seamless extension of clients’ own sales and marketing teams,” the company said. For more information, visit www.campaigners.com.