Where we go first when considering a purchase

According to Harris Interactive, 20% of us go to search engines first when considering purchasing a product. Next we have discussions with family/friends/co-workers or, in other words, we rely on recommendations from those we know or trust.

This data is interesting, especially the fact that only 8% of people go directly to the manufacturer's website first. This clearly shows the trend toward commoditization brought on by the Internet. I believe it also spells trouble for manufacturers' brands that do not create a compelling set of qualities that resonate in consumers' minds. Unless people have some reasons to prefer your brand and seek it, chances are they are simply going to shop the category on price and basic features.

How well is your brand translated online?