The Role of Online in Polish Home and Garden Purchases
Using face-to-face interviews, this study explores the role of the internet in Polish home and garden purchases. We found that online research is a commonly used source throughout the process, significantly ahead of traditional media and store/manufacturer information. Search engines are key, both used as an information source in its own right, but also the most common means of reaching an online destination. Most users say that they use online resources because it is a quick and convenient means of accessing a wide variety of different types of information.
- Published June 2011