From instant price comparisons, to first-hand consumer reviews, to video demonstrations, shoppers have a plethora of information about any product only a click away. And indeed, consumers are taking advantage of this wealth of information.
For instance, every month, over 80 million consumers use shopping comparison sites; some sites, like Cnet, Bizrate, and Yahoo! Shopping, each attract over 20 million shoppers. In fact, only 6 percent of consumers surveyed as part of the Online Shopper Intelligence study indicated that they conducted no research prior to their last online purchase. So, among the myriad of online resources available, which do shoppers use most often?