How Many Consumers Research Online Before Buying? (2026)

Report Highlights

81% of consumers research online before purchasing online or in-store.
Consumers typically spend 79 days gathering information before making a high-value purchase.
Callers convert 30% faster than web leads and produce more sales.
Phone calls to retailers convert 10 to 15 times more than web leads and result in higher-value sales.
80% of consumers are more likely to purchase from a brand that offers personalization.
65% of consumers are more likely to stay loyal to retailers that offer personalized experiences.
88% of customers will make their final purchase in-store despite doing their research online.

How Many Consumers Research Online Before Making a Purchase?

On average, 81% of customers research online before making a purchase. This trend underscores the importance of a solid online presence in today’s market. 67% of US social media users are likely to research products on social media platforms before buying, with YouTube and Facebook being the most popular platforms for product discovery.

This is a huge majority and is why so many retailers need a strong online presence. It helps attract more customers and close more sales. This percentage is expected to rise as online shopping grows more common every year.

Consumer Online Research Statistics

Research shows that 77% of online shoppers use their mobile devices for product research, often while browsing inside a physical store.
73% of online buyers use several channels when researching before a purchase, combining search engines, reviews, and retailer sites.
59% of consumers will use their phone or tablet in-store to compare products and prices before making a decision.
According to Deloitte, retailers that invest in personalization can see up to $20 in return for every dollar invested. (source)
Consumers spend, on average, 79 days gathering information about a product before purchasing it.
60% of consumers begin their research on a search engine rather than going directly to a website.
88% of consumers make their final purchase in a physical store after researching the item online and comparing alternatives.
79% of consumers feel more empowered when they can do online research about products before buying.
Nearly 95% of consumers read online reviews before making a purchase, and 83% begin their product research specifically with Google reviews. (source)

Consumers Are More Likely to Make a Purchase After Calling

Consumers researching products online have a 39% chance of calling the company, since most are researching on mobile devices where calling is just one tap away.
The most likely price point that triggers a phone call to a retailer is around $119, as consumers are more likely to call when an item is more expensive or considered a luxury.
37% of consumers call a business using paid search call extensions on the site.
Phone calls to businesses convert to sales 10 to 15 times more often than web leads, according to BIA/Kelsey research cited by Invoca. This shows that consumers call when they are serious about purchasing.
Callers convert 30% faster than web leads, per Forrester research. Calls are immediate and provide the information the consumer needs much faster. (source)
84% of marketers report that phone calls have higher conversion rates and larger average order values compared to other engagement types. (source)
Caller retention rate is 28% higher than web lead retention rate, meaning callers are more loyal customers over time. (source)

What Makes a Consumer Decide Not to Make an Online Purchase?

80% of consumers say that the experience they get from a company can be even more important than the products and services it sells.
About 32% of online shoppers say phone calls can be one of the most frustrating customer service experiences, signaling how important quality phone support is.
65% of consumers are more likely to stay loyal to retailers that offer a personalized experience, per Salesforce. Conversely, failing to personalize pushes customers toward competitors. (source)
65% of shoppers have admitted to not shopping from a retailer due to poor customer service. One bad experience is often enough to send customers elsewhere.
84% of consumers believe retailers should do more to integrate their online and offline channels. The lack of integration can cause a consumer to choose a different brand.
Research shows that 58% of consumers will leave a website that has no customer reviews or photos, directly impacting conversion rates.
92% of consumers are hesitant to consider a product that has no online reviews at all. (source)

Shopper Marketing Statistics

33% of shoppers have looked up a product online using their mobile device while inside a physical store.
25% have scanned a QR code to gather more details about a product while shopping in-store.
In a 2024 study, the number of shoppers who always pull out their smartphone during every in-store trip doubled year-over-year to 11%, and on average consumers use devices on more than half of all shopping trips. (source)

Online vs In-store Statistics

43% of US consumers prefer predominantly online shopping over in-store purchases.
80% of shoppers visit physical stores when they need or want an item urgently.
55% of consumers explore products in-store before purchasing them online, highlighting the value of combining tangible in-store experiences with a seamless omnichannel approach.
Nearly half (45%) of consumers consult online reviews before purchasing a product in-store.
In 2024, 55% of Americans said they prefer dining out or shopping in person over ordering online, up from 43% in 2023, indicating a renewed pull toward physical retail experiences. (source)

The Role of Personalization in Shopping Decisions

According to the 2024 Forbes State of Customer Service and CX Survey, 81% of customers prefer companies that offer personalized experiences. (source)

In a recent study, Deloitte found that 80% of shoppers are more likely to purchase from a brand that offers personalization. This preference goes well beyond a nice-to-have — it now shapes where consumers spend their money. (source)

Key personalization statistics:

91% of shoppers are more likely to buy from brands that recognize them and provide relevant recommendations, per Accenture. (source)
83% of consumers say they are likely to purchase from a brand whose message highlights products they recently browsed. (source)
71% of consumers say they would shop more often with companies that provide personalized experiences. (source)
72% of consumers say they only engage with marketing messages tailored to their interests, tuning out generic communications entirely.
70% of retailers that invested in personalizing the customer experience saw an ROI of at least 400%. (source)
In 2024, 69% of brands increased their investment in personalization despite economic pressures. (source)

Social Media as a Shopping Research Channel

Social media has become a major part of the pre-purchase research process, particularly for younger consumers.

According to a March 2024 survey by IZEA, 67% of US social media users are at least somewhat likely to research products on social platforms before making a purchase. (source)

in a recent study by FitSmallBusiness, Facebook dominates social commerce for everyday items like groceries and DIY products, while Instagram and TikTok lead for fashion and beauty, and YouTube is the preferred platform for electronics and automotive research. (source)

Key social shopping statistics:

67% of US social media users research products on social platforms before buying. (source)
41% of Gen Z prefer to discover new products via short-form video on social media. (source)
Over half of shoppers choose Facebook for direct social purchases, with Instagram and YouTube close behind. (source)
57% of online shoppers will share their data in exchange for personalized offers and discounts. (source)
eMarketer projects US influencer marketing spend to exceed $8 billion annually, reflecting how central social platforms have become in the path to purchase.

Sources

Disclaimer: The content presented in this article draws from publicly accessible user reviews, consumer ratings, and community feedback sourced from platforms such as TripAdvisor, Yelp, Reddit, and similar review sites, current as of January 2026. The views and experiences shared belong solely to individual contributors and do not represent the perspectives of our editorial team. Results may differ widely depending on personal circumstances, timing, and other variables when engaging with products, businesses, destinations, or brands mentioned here. We strongly advise readers to verify information through multiple current sources and perform independent research before making any decisions. Please note that details, ratings, and operational status are subject to change after publication.

How Many Consumers Research Online Before Buying? (Updated: 2026)