Getting online is only half of the battle to actually expanding your brand via the internet. Once your website and profiles are all set up, you have to start leveraging them to interest and excite your audience. The only way to do this is by actually understand who you are trying to connect with and their habits.

A new study recently released by retail engagement firm Parago offers just that type of insight, as it explores how consumers research and buy across several product categories. The entire report can help you more deeply understand how people buy online and in-person.

Nathan Safran from Search Engine Land also took the study even further, by putting a magnifying glass onto the portion of the study that examined consumer behavior once the buyer is already in purchase mode.

There is a ton to be gained from the full report, and Safran’s work takes it a step further. The findings also break many of the misconceptions held by online marketers, especially when it comes to social media’s role in purchasing.

The graphic below breaks down where people prefer to look for certain types of goods, but it is just the tip of the iceberg contained in Parago’s report.

Source: Paradago

Source: Parago

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