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Originally Posted by Ed Brooks

 Funny...  and true. But Joe, I'd submit to you that, with the amount of  information available to them today, customers are trying to make this  more of an analytical purchase. This is evidenced by the amount of time  spent researching.

I think that the customers time spent online is less "research" than we think.  While customers are extremely well educated, now so more than ever, we sometimes give them a little too much credit.  When I put the shoe on the other foot and find myself online looking at golf clubs or whatever else it is that I am in the market for, I spend less time researching the product than I do slobbering on the screen once I have landed on what it is I like!  Sure I take some time to narrow down what I am looking for and read some reviews about product and vendor before I finally decide what and where to purchase, but most of my time is spent looking at pictures or watching videos of some pro smashing that new driver I have been wanting. 

As much as the internet has allowed us analyze our purchases, when it comes time to pull the trigger its purely emotional.