Burst Media found that 57.1 percent of respondents say the internet is their primary source for information about products or services they might purchase.

The Burst Media study also found that use of the internet to gather product information is higher in more affluent households; for example, 69.2 percent of respondents with a household income (HHI) of $75,000 or more versus 50.6 percent of respondents reporting HHI less than $35,000.

"As the internet's reach has grown so has its influence on the way households conduct many daily activities; one being how households gather information on products and services they plan to purchase. This rapid adoption of the internet affords marketers not only the ability to reach large audiences, but also the opportunity to utilize unique creative and interactive programs to grab consumers' attention," says Chuck Moran, manager, market research, Burst Media.