• October 13, 2008

The economic downturn has more consumers heading to the Web to search for best prices before spending in the stores, according to eMarketer, citing data released by Universal McCann.

Most consumers prefer to shop for expensive products in stores where they can feel items and talk in person with a sales associate, but want to search for features, price and availability first. About 62% of those participating in the survey researched holidays and destinations. Consumer electronics followed with 58%; airline flights and train schedules, 57%; portable devices like MP3 players and mobile phones, 57%; and mobile phone services, 56%.

The impact of online product research is greater on store sales than Web sales. In 2008, Web-influenced store sales will reach $625.2 billion, eMarketer forecasts. From 2007 to 2012, online-influenced store sales should grow at a 19% average annual rate. The research firm says that by 2012, each $1 of online sales will equal about $4.68 in store sales influenced by the Internet.--Laurie Sullivan