The Pew Internet and American Life Project has just published the results of a study on American's e-commerce habits. Among the findings: 58% of Americans say they perform online research on the products and services they're considering buying. That's up from 49% who performed online research in 2004.
If you look at that number in terms of Americans who say they're Internet users, that figure rises to 78% who research online before buying.
And it isn't simply the number of Americans doing online research that's grown. It's the frequency with which we're doing it. On any given day, 21% of adults are conducting this sort of research, up from 9% in 2004.