Who is conducting research online for product or service information?
• Men and women conduct online product research at similar rates. • Online African-Americans do product research at significantly lower rates than do online whites or Hispanics. • Online adults who are ages 65 and older do significantly less online product research than those in the 30-49 and 50-64 age groups. • Internet users in higher-income brackets do more online research than those in lower-income brackets. • Online Americans who speak English do more online product research than those who are Spanish speakers. • There is no significant difference in online product researching among rural, suburban and urban internet-using adults. • Some 83% of broadband users report doing online product research, compared with 67% of non-broadband users. Posting online product reviews and comments. • Among internet users, there are only small differences by gender, race and age in the likelihood of posting online product reviews. • Among internet users, those with college degree or more (38%) are
