Dive Brief:

• The largest share of digital buyers (24%) in the U.S. conducts product research on the day of purchase, according to a report from Purch and comScore. 
• Research activity was also pronounced in the week leading up to purchase, with 21% of buyers performing digital research one to seven days prior to pulling the trigger. 
• A separate survey from Y&R reports that shoppers who perform research on mobile devices tend to be younger; more than two-thirds (68%) are aged 18-44, and 53.4% are female. 

Dive Insight:

Shoppers perform digital research in the days and weeks leading up to making digital purchases—and beyond. Not surprisingly, the largest portion (24%) of those responding to a study from Purch and comScore are doing research on the day of purchase, but 21% started one to seven days prior to purchase, and 16% launched their investigation eight to 30 days prior to purchase.

For almost a third (32%), product research extended well beyond purchase, with 13% still doing research one to seven days after purchase (perhaps while waiting for their products to arrive), and 12% eight to 30 days after purchase.

A separate Y&R survey reports that smartphones and tablets continue to grow as a research tool, especially among younger consumers. Those aged 30-44 were more likely to conduct research via mobile than the 18-29 age group, though (36.3% to 31.7%, respectively), likely due to more mature levels of buying power. Women also do more research on mobile than men, 53.4 to 46.6%.