While US consumers seek information across a variety of digital channels when considering a purchase, two entities in particular play an outsized role: Google and Amazon. And according to a new survey, more than half of the Amazon users said it was the first place they looked.
A survey by Kenshoo in August 2017 asked internet users in the US, France, Germany and the UK which online sites they are likely to use to help them find and research products before making a purchase. In the US, 84% cited Google, and 71% identified Amazon.
Those levels were roughly twice that of the next most commonly cited option, “retailer sites,” the report noted. Kenshoo is a digital marketing platform with an ecommerce offering that focuses on product-focused advertising on Amazon.
The survey also asked respondents what kinds of products they looked for on Amazon. More than three-quarters of the US consumers said they searched for electronics and computers on the platform, while more than half said the same of media, health and beauty products, and clothing.
Roughly one-quarter said they looked for food and grocery items on Amazon, and less than 10% said they searched for beer, wine and spirits—a dynamic that may change in the wake of Amazon’s purchase of Whole Foods.