About.com is constantly trying to better understand the needs and wants of our users so we can help them move forward in their daily lives.
February 2013 - The Purchase Loop
About.com’s “The Purchase Loop” study identifies the most influential behaviors in buying decisions. Click the link to learn more.
The Purchase Loop
The Trust Factor
Trust is a must. The overwhelming majority of consumers won’t even interact with a brand or content unless they trust it. We learned the elements that contribute to consumer trust, how to build it and why it’s critical for marketers.Three Mindsets of Search
Just looking at what people search isn’t enough: you need to know why they’re searching. We studied their motivations before a search, the actions they take after it, and why it’s critical for brands to understand that.
American Moms
Since millions of moms rely on About.com each month, we surveyed them to better understand their online attitudes and behaviors. The results uncovered fascinating insights into the minds of moms."Real Cooks" Food
What qualifies someone as a “real cook”? How about frequently cooking at home and preparing healthy meals for the family. This definition summarizes visitors to About.com Food, who are constantly looking for trusted content and help with whipping up tasty treats.Electronics
With hot new gadgets being introduced practically every day, it should come as no surprise that nearly 3/4 of respondents planned to purchase electronics. Find out how brand loyal consumers are and how age affects which kind of ad resonates with different people.Travel
What kind of sites do consumers go to when planning a vacation? How do they decide where to go? Where are consumers looking for deals? Our Travel study not only analyzes these topics, but also thoroughly examines travel advertising, cruises and hotel information searching.Health
The Internet plays a major role in people’s lives when it comes to health. After seeing health care ads on About.com, users talked to their doctor, spoke to friends/family about the medication or visited the drug’s website.OTC Medications & Vitamins
Since OTC medications, vitamins and nutritional supplements are such a huge market, we conducted a study that explored where people shop, what they look for and how advertising affects their purchase decisions.Personal Finance
With an unstable economy, consumers are turning to online resources more than ever. Our study shows how consumers are taking charge of their financial future.Small Business
An in-depth look at how small business owners use the web and what methods are taken to grow their business.