GE Capital Retail Bank completed and released the results of their 2nd annual Major Purchase Shopper Study to quantify the importance of online research in 12categories including powersports related purchase such as a motorcycle or related product ($500 or more) . Not surprisingly, empowered by technology, online research has skyrocketed in importance among people preparing to make a purchase.
1- 81% start their search process online (up 20 % from last year)
2- 66% of products online research is made from a computer (desktop, laptop), 15% from a mobile device (smartphones, tablets) for a total of 81%
3- 7% say they used their mobile device to conduct online research while in store.
4- Buyers spend an average of 79 days gathering information before making a major motorcycle purchase.
5- 60 percent of consumers start by searching via a search engine or a motorcycle news website, then go to the retailer’s website.
6- 25% of purchases made as described above are part of a larger project.
7- On average, before making their purchase,.consumers visited 5 unique retailers. At least 3 online merchants or news websites and 2 brick-and-mortar stores. (graph @2013 General Electric Company)