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Part of the gospel of digital marketing is that people who shop for a product online are apt to comment on their purchase online. A study by the Pew Internet & American Life Project casts doubt on that notion, though, at least where music and cell phones are concerned.
The study confirmed that consumers do much of their pre-purchase reconnaissance online. Among people who bought a cell phone in the past year, 39 percent used the Internet for product research; 10 percent said information they found online had a “major impact” on their choice of product.
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