Thanks to the internet, modern consumers are more informed than ever before. Before making a purchase—whether it’s a daily necessity or a high-ticket item—nearly all buyers follow the same path: they do their homework. So, what do 98% of consumers do prior to buying a product? They research online. This includes reading customer reviews, exploring comparison websites, watching product demonstrations, and checking social proof to make confident, informed decisions.
This widespread behavior highlights a shift in control from brands to buyers. Today’s consumers are proactive, skeptical, and empowered to verify every claim a brand makes. They want proof, not just promises. That’s why trust, clarity, and credibility have become key drivers in the buyer’s journey.
Whether you’re a business looking to build trust or a consumer wanting to make the best purchase, understanding this habit is essential. In this article, we’ll break down the reasons behind this research-driven mindset and reveal actionable strategies brands can use to reach and convert today’s savvy shoppers. It’s not just about selling anymore—it’s about guiding informed decisions every step of the way.
What do 98% of consumers do prior to buying a product?
They search online for reviews, compare products, read customer feedback, and verify trust before purchasing.
Why Do 98% of Consumers Research Before Buying a Product?
In the information age, consumers have unlimited resources, which they use to make smarter buying decisions. So, why do 98% of consumers research before buying a product? Because trust is essential. With growing concerns over product quality, online scams, and misleading advertising, shoppers seek reassurance before purchasing. They compare similar products, read customer reviews, and assess a brand’s credibility to avoid disappointment and wasted money.
This research process allows buyers to understand product features, evaluate pros and cons, and consider alternative options, helping them feel more informed and confident. It significantly reduces uncertainty, aligns expectations, and lowers the risk of post-purchase regret.
Knowing what 98% of consumers do before buying a product is vital for businesses to shape effective marketing strategies. This calls for transparency, real customer feedback, and informative content that builds credibility and trust. Tools like Attunely, which help brands personalize engagement and refine customer experience through data, make aligning messaging with buyer behavior easier.
This shift also signals a significant change in control—consumers now drive the narrative. They no longer accept brand promises at face value; they verify them. Companies that meet this demand with honest, valuable content will earn trust and create long-term customer loyalty.
How Do Consumers Typically Conduct Pre-Purchase Research?
Consumers rarely rely on a single source of information before making a purchase. Instead, they explore multiple online and social channels to make informed, confident decisions.
They Use Search Engines
The majority of consumers begin their buying journey with a search engine. By typing in product-related keywords, brand names, or specific questions, shoppers quickly find various information sources to guide their decision-making. Google remains the top tool for discovering product specs, reviews, comparisons, and buying guides.
They Read Online Reviews
Authentic user reviews have become a cornerstone of the consumer decision process. Platforms like Amazon, Google Reviews, and Trustpilot provide millions of customer opinions that help potential buyers understand others’ real-world experiences. Reviews often offer insight into product quality, usability, durability, and customer service.
They Compare Products and Prices
Comparison is a critical step. Shoppers visit e-commerce sites, manufacturer pages, and product aggregators to evaluate pricing, specifications, warranties, and feature sets. Seeing side-by-side comparisons helps them determine the best value for their money.
They Watch Video Reviews
YouTube and TikTok have emerged as major destinations for product research. Visual demonstrations and unboxing videos offer a deeper look into performance, functionality, and aesthetic appeal. Video content builds credibility by showing the product in use.
They Check Social Media
Many consumers turn to platforms like Instagram, Facebook, and Twitter to discover what real users and influencers say. Social media often reflects the latest trends, real-time feedback, and behind-the-scenes insight into product usage.
They Ask Friends or Online Communities
Personal recommendations still carry weight. Forums like Reddit, Quora, and private Facebook groups allow consumers to ask questions and receive honest, experience-based answers before making a purchase.
What Do 98% of Consumers Do Before Buying a Product?
Understanding consumer behavior before a purchase reveals how vital research has become in today’s digital marketplace. Here’s what most consumers consistently do before deciding to buy:
- Conduct Keyword Searches: Nearly all buying journeys start with a Google search. Consumers use phrases like “best wireless earbuds,” “top-rated coffee machines,” or “affordable smartphones” to gather options and spark ideas.
- Read Multiple Reviews: Shoppers rarely rely on a single opinion. They explore reviews across Amazon, Google, Trustpilot, and social media to get a well-rounded view of the product’s strengths and weaknesses.
- Watch Product Demos: Video content is highly influential. Consumers head to YouTube, TikTok, or Instagram to watch product demonstrations, unboxings, and tutorials. These videos build confidence by showing the product in action.
- Compare Alternatives: Comparing features, benefits, pricing, and warranties is a key step. Consumers often look at two or more products side by side before making a final decision.
- Evaluate Brand Credibility: Research goes beyond the product. Shoppers evaluate the company’s reputation, return policies, customer service reviews, and social proof to ensure they buy from a reliable source.
- Look for Promotions or Discounts: Deals, promo codes, and flash sales can influence timing and choice. Consumers are more likely to convert if they feel they’re getting extra value for their money.
When Does Consumer Research Happen in the Buying Journey?
Consumer research primarily occurs during the awareness and consideration stages of the buyer’s journey. Once consumers recognize a need, they enter the awareness phase by exploring general solutions and learning about available options. As they progress into the consideration stage, their research becomes more focused—they compare products, analyze brands, and look for the best fit based on features, reviews, and pricing.
Understanding what 98% of consumers do before buying a product helps marketers create content that aligns with these decision-making phases. Informative blog posts, comparison guides, FAQs, and authentic testimonials can guide potential buyers, answering questions and addressing concerns in real time.
When content is thoughtfully mapped to each stage, it reduces friction in the buying process and increases conversion rates. Brands that proactively support consumer research build trust and position themselves as valuable resources, leading to greater engagement and higher chances of making a sale.
Why Businesses Must Respond to This Behavior
As we uncover what 98% of consumers do before buying a product, it becomes clear that businesses must adapt to meet these evolving expectations. Here are five strategic ways brands can respond effectively to this research-first mindset:
- Build Trust Through Transparent Content: Consumers are skeptical of exaggerated claims. Providing honest product descriptions, transparent pricing, and upfront policies helps establish immediate credibility and reduces hesitation in the buying process.
- Actively Manage Online Reputation: Positive reviews are powerful, but how a business handles negative feedback speaks volumes. Encouraging happy customers to leave reviews and respond thoughtfully to concerns builds public trust and loyalty.
- Strengthen SEO and Voice Search Visibility: Since most research begins with search engines, brands must optimize their content with relevant keywords, FAQs, and natural language to rank high in text and voice-based queries.
- Leverage Social Proof to Build Confidence: Sharing real testimonials, influencer endorsements, and user-generated content adds authenticity to your brand. When prospects see others endorsing your product, they are more confident in buying it.
- Offer Clear Product Comparisons: Consumers want to make informed decisions fast. Hosting in-depth comparison pages on your website helps shoppers evaluate your products against competitors, keeping them engaged and reducing the chance they’ll leave your site for answers elsewhere.
In Summery
Knowing what do 98% of consumers do prior to buying a product is essential for businesses that want to remain competitive. Shoppers today are informed, intentional, and skeptical. They take the time to review options, read real user experiences, and understand product details before spending money.
Businesses that support this behavior with honest content, transparent policies, and responsive engagement stand out. Meeting consumers at every step of their research journey isn’t just clever marketing—it’s essential for growth. The brands that prioritize trust, clarity, and user experience are the ones converting browsers into loyal buyers.
FAQ’s
What do 98% of consumers do before buying a product?
They research online—checking reviews, comparing features, evaluating prices, and seeking trusted opinions.
Where do consumers go for pre-purchase research?
Consumers use Google, YouTube, social media, brand websites, and review platforms like Trustpilot and Amazon.
How critical are online reviews in consumer decisions?
Extremely important—reviews heavily influence buyer trust and can be the deciding factor between two similar products.
Do consumers still rely on word-of-mouth?
Yes. Personal recommendations from friends, online forums, or communities are still powerful tools in the decision-making process.
How can brands influence consumer research?
Brands can create SEO-optimized content, respond to reviews, provide comparison tools, and showcase customer testimonials to support consumer research.