Why Buyers Prefer Online Digital Media for Product Research

Digital channels are now the method of choice for both product research and purchasing.  82% of U.S. buyers preferred to research products from multi-channel retailers on the internet via PC 61%, tablet 11% or smartphone 10% — compared with 13% who would rather research items in a physical store.

The study found that comparing prices was the most frequent in-store smartphone activity, cited by 36 percent.

via eMarketer