Survey: Consumers Turn to Amazon, Not Google, to Find Products
If you’re curious to know just how influential Amazon has become in the consumer shopping cycle, a recent report from Financial Services firm Raymond James should give you all of the answers you need, and then some. What the latest product search data from the firm shows is that even Google isn’t safe with regards to Amazon’s path of destruction.
In 2016, 52 percent of U.S. consumers surveyed by Raymond James reported starting a product-based search directly on Amazon. That number outpaced Google (26 percent), retail store websites (13 percent), eBay searches (4 percent), and other means of searching (5 percent). Perhaps more surprising though is the overall trend over the past three years of people switching from Google to Amazon to start their product searches. In 2014, the script was nearly flipped with 55 percent of consumers identifying Google as their primary product search engine compared to 38 percent for Amazon. In 2015, Amazon overtook Google for the first time ever, but only slightly at 47 percent vs. 43 percent.
This year, Amazon put some serious distance between themselves and the “search giant,” doubling them up. Though, it should be noted that the 2016 survey introduced retail store websites as an option for the first time.
This isn’t an age or generational issue, either. Raymond James found that, across the board, every generation preferred starting their product searches on Amazon:
All of this points back to the frenemy status between Amazon and the consumer electronics retailer. As we discovered in our research for the January magazine cover story, retailers are leveraging the e-commerce juggernaut to boost their own sales. But they find themselves having to play a game where they can’t realize too much success out of fear that Amazon could go directly to their vendors and essentially cut out the middle man in the sales process.