Online buyers shift to aggregator sites, BizRate reports

The proportion of online buyers who start their shopping trips at aggregator sites-?search engines, comparison sites, e-shopping malls and auction sites-?has increased from 46% of shoppers to 54% in 15 months, according to a new survey from shopping comparison site BizRate.com Inc. BizRate this month released figures from a March survey of 3,800 online buyers that showed percentages had flipped from shoppers favoring direct navigation to a site by entering a URL to going to an aggregator site first.

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