Consumers Search Before Buying Online: "Roughly half of online shoppers conduct research on a search engine before making an online purchase, according to a study performed by DoubleClick in conjunction with comScore Networks."
While the title of the article comes as no surprise, there are some interesting details about trends in the duration-of-research and terms taken into consideration when leading up to a purchase:
"...According to the report, approximately 77 percent of keyword searches conducted by buyers across all four categories are generic, compared to 23 percent that are brand-only or a branded word plus another item...Overall, the findings challenge popular presumptions that brand-related search queries conducted within a few days of a purchase most directly lead to the online sale. As a result, DoubleClick says it plans to encourage clients to invest more heavily in generic search terms and to do so earlier in the online buying cycle..."
Includes nifty chart too...