By D.B. Hebbard

The digital media company Purch has released a study it conducted with comScore on tech path to purchase. The study looked at “over 3,000 qualifying purchase events in a 90 day period” during the summer of this year to determine its findings.

Purch, which publishes sites such as Top Ten Reviews and Tom’s Guide, obviously has an interest in the results, and promoting its findings. But I think there are some interesting findings here, some being pretty obvious. For instance, reviews have more impact over purchases than news stories. This seems obvious to me in that reviews are often searched for at the time of a purchase, whereas a news story is a less efficient way for a potential buyer to get useful information before a purchase. I would state, however, that news content builds credibility for reviews, though that may only be my own bias.

Here is the announcement for the study. You can find more information in the form of an infographic here.

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