First Source for Product Search

First Source for Product Search

Proof Point

Amazon still first source for product search for U.S. customers, though share dropped to 49% in 2017 from 55% in 2016, according to Survata study

First Source for Product Search

2016 – 2017 (percentage of respondents)

Note: Data based on Survata's survey of 2,000 U.S. respondents

Proof Point Findings

  • Decline in Amazon – Amazon still first go-to source for product information, though share declined from 55% in 2016 to 49% in 2017
  • Increasing Search Engine Share – More customers turned to search engines first for product searches, increasing share from 28% in 2016 to 35% in 2017
  • Retailer Websites – Share of customers choosing retailer websites first for product information unchanged at 16%
  • Key Drivers – Include continuously evolving customer behavior, increasing dependence on e-commerce channels, and innovations in mobile search functionalities


Market Disruption


Wholesale and Retail Trade


Date Last Updated

July 26, 2018

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