According to The Compete Online Shopper Intelligence study, over 80 million consumers use shopping comparison sites every month. Sites like Cnet, Bizrate, and Yahoo! Shopping each attract over 20 million shoppers. Only 6% of consumers surveyed as part of the study indicated that they conducted no research prior to their last online purchase. From instant price comparisons, to first hand consumer reviews, to video demonstrations, shoppers are taking advantage of this wealth of information. Consumers depend on search engines more than other resources to help them shop online. 3 out of 5 shoppers said that they always or often use search engines when shopping online. More consumers use search engines than they do coupon sites, retailer emails, consumer reviews, or shopping comparison sites. Frequency of Using Tools Shopping Online (% of Respondents) Online Tools% of Respondents Using Always or Often Search engines 61% Coupon sites 35 Retailer emails 29 Online product/retail reviews 24 Shopper comparison sites 22 Shopping portals 19 Social networking sites 10 Source: Compete.com, February 2010 The study finds that the differences in consumer behavior across various industries have vast implications for retailers within each sector. Sales assistants, both in store and on web chat, are utilized by online shoe shoppers more than any other shoppers. Online kitchenware & household appliance purchasers are among the most reliant on in store product displays. In the apparel industry, only 1 out of 10 apparel shoppers stated that they used a search engine for their last online purchase. Instead, they rely on retailer emails and catalogs to learn about products. That means consumers are more likely to purchase from apparel retailers they have purchased from in the past and are less likely to discover new retailers. Information Sources Used Before Purchasing ApparelInformation Source% Apparel Purchasers Email from retailer 38% Retail websites 26 Retailer mailing 23 Online advertisement 18 Search engines 12 Source: Compete.com, February 2010 Electronic shoppers, on the other hand, actively seek out new products and manufactures, says the report. Search engines, professional reviews, social generated reviews, and recommendations from family and friends were among the top 5 resources used. Electronic manufactures can reach and influence these consumers more easily though a variety of media. Information Sources Used Before Purchasing ElectronicsInformation Source% of Electronic Purchasers Retail websites 59% Search engines 45 Online professional reviews 29 Consumer online reviews 21 Friends, family, colleagues 14 Source: Compete.com, February 2010 It is essential, says the report, for retailers to understand how consumers in their space shop online, in order to effectively retain and acquire customers. Retailers should understand their particular customer niche and develop strategies unique to them, concludes the report. And, in a correlative study regarding information sources, by Opinion Research Corporation and sponsored by ARAnet, young and highly educated consumers say online information sources influence their buying decisions at a markedly higher rate than the rest of the population. Personal advice from friends or family members was by far the most influential source, followed by TV broadcasts and search engines. Scott Severson, president of ARAnet, says "The eyes of young people 18 to 34... (as well as)... highly educated Americans are looking online to search engines, online articles, online ads, email offers and social media to a degree that is head and shoulders above the average citizen." According to the study, consumers in the 25-to-34 age range expressed strong preference for: