Survey: Consumers are researching electronics purchases online

New York City A survey released Tuesday by About.com found that the majority of consumers are researching electronics online before they make a purchase.

The Consumer Electronics Study found that 65% of consumers plan to spend more time researching electronics products online before buying.

"Whereas last year they were in hold-back mode, now consumers are thinking about buying again," Evan Minskoff, VP marketing for The About Group, told Marketing Daily. "One of the most interesting findings [from the study] is the way they're leaning on advertising for information."

More than 60% of consumers said they find ads useful when considering a purchase; in addition, 58% of consumers said they do more research and comparison shopping after seeing an advertisement for a product that interests them.

According to the survey, 73% of respondents said they plan to purchase computers, laptops and wireless phones, while 60% said they plan to buy televisions. And while 40% of consumers said they plan to spend more on computers and phones this year, they're going to do such spending more intelligently.

"They're looking to get more value for the dollars they spend," Minskoff said. "They want the products to be durable and long-lasting. That's prompting much more research."

Nearly half -- 47% -- of consumers said they are more receptive to ads that compare features of different products. Younger consumers (18-34) want to know about new products and features, while those over 35 are more receptive to comparative ads.