People Who Search for Products and Services Online by Country (%) – 2026

Before making a purchase, do you search online for product reviews, price comparisons, or specifications? This behavior—getting information about goods and services online—has become fundamental to modern consumer decision-making. This analysis examines how people across 94 countries use the internet to gather information before buying, revealing dramatic differences in digital consumer behavior that shape global e-commerce patterns and economic opportunities.

The Digital Consumer Revolution: Why Getting Product Information Online Matters

Getting product information online represents a critical stage in the modern purchasing journey. Whether comparing smartphone features, reading restaurant reviews, checking hotel ratings, or finding the best price for electronics, consumers increasingly turn to the internet before spending money. This behavior affects everything from business competitiveness to consumer protection, market efficiency to economic development.

An online product information rate of 80% means 8 out of 10 people actively search for information about goods or services before purchasing. They might compare prices across websites, read customer reviews, watch product demonstrations, or check specifications. This informed decision-making benefits consumers through better choices and lower prices, while creating pressure on businesses to maintain quality, competitive pricing, and positive reputations.

People Who Search for Products and Services Online by Country (%) – 2026

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#	Country	Online Product Research Rate 2026 Estimate (%)
1	Brunei BN	95%
2	Denmark DK	95%
3	Hong Kong HK	95%
4	Malaysia MY	95%
5	Norway NO	95%
6	Iceland IS	90%
7	Netherlands NL	90%
8	Oman OM	90%
9	South Korea KR	90%
10	United Kingdom GB	89.7%
11	Finland FI	89.1%
12	Hungary HU	88.4%
13	Belarus BY	88%
14	Switzerland CH	88%
15	Cyprus CY	87.7%
16	Lithuania LT	87.2%
17	Estonia EE	87%
18	Sweden SE	86.6%
19	Czech Republic CZ	86.1%
20	Mexico MX	85.1%
21	Saudi Arabia SA	85%
22	Croatia HR	84.7%
23	Spain ES	84.1%
24	Bosnia and Herzegovina BA	83.9%
25	Malta MT	83.2%
26	Belgium BE	83.1%
27	United Arab Emirates AE	82.8%
28	Austria AT	82.2%
29	Greece GR	82.2%
30	Israel IL	81.9%
31	Poland PL	81.9%
32	Slovenia SI	81.9%
33	Portugal PT	81%
34	Canada CA	80.5%
35	Peru PE	78.5%
36	Luxembourg LU	78.4%
37	Slovakia SK	78.1%
38	Germany DE	77.2%
39	Ireland IE	76.9%
40	New Zealand NZ	76.1%
41	Latvia LV	76%
42	Kuwait KW	75.9%
43	Japan JP	75%
44	Serbia RS	73.5%
45	Singapore SG	73.1%
46	Montenegro ME	71.4%
47	Albania AL	69.4%
48	Türkiye TR	68.6%
49	Macau MO	68.1%
50	France FR	67.5%
51	Bahrain BH	67.4%
52	Uruguay UY	67%
53	Russia RU	63.7%
54	China CN	62.4%
55	Bulgaria BG	61.9%
56	Egypt EG	60.5%
57	Romania RO	56.4%
58	North Macedonia MK	55.9%
59	Palestine PS	54.9%
60	Brazil BR	54.7%
61	Qatar QA	54.7%
62	Italy IT	53.7%
63	Chile CL	49.6%
64	Jamaica JM	45.3%
65	Georgia GE	45.2%
66	Colombia CO	41.9%
67	Paraguay PY	40.2%
68	Kazakhstan KZ	39.8%
69	Ecuador EC	39.3%
70	Thailand TH	37.2%
71	Dominican Republic DO	36.4%
72	Iraq IQ	34.1%
73	Algeria DZ	30.5%
74	Costa Rica CR	28.7%
75	Iran IR	26.3%
76	Bhutan BT	26.1%
77	Jordan JO	21.3%
78	Bangladesh BD	20.4%
79	Ivory Coast CI	20.4%
80	Morocco MA	18.8%
81	Azerbaijan AZ	16.9%
82	Ukraine UA	16.9%
83	Moldova MD	16.5%
84	Bolivia BO	14.6%
85	Botswana BW	13.9%
86	Lesotho LS	13.9%
87	Uzbekistan UZ	12.7%
88	Indonesia ID	12.3%
89	Senegal SN	10.6%
90	Panama PA	9.5%
91	Zimbabwe ZW	7.2%
92	Malawi MW	6.8%
93	Cuba CU	1.7%
94	El Salvador SV	0.2%

Global Leaders: Where Getting Product Information Online Dominates

Several countries show extraordinary rates of people getting product information online, approaching or reaching 95% of internet users. Denmark leads with 94.1%, followed by Brunei (94.7%), Hong Kong (95.6%), and Norway (94.0%). These nations represent mature digital economies where seeking product information online has become virtually universal among internet users. South Korea (86.2%), Malaysia (90.6%), and Finland (86.7%) demonstrate similar patterns, reflecting societies where digital tools are seamlessly integrated into consumer behavior.

The Netherlands (85.3%), Sweden (85.5%), Hungary (84.8%), and Switzerland (84.4%) round out the top performers, showing that Northern and Central European countries have successfully cultivated digital consumer cultures. These high rates correlate with strong e-commerce sectors, competitive retail markets, and consumer protection frameworks that encourage informed purchasing decisions.

Interestingly, some Middle Eastern nations also show strong performance: United Arab Emirates (80.9%), Oman (83.6%), and Bahrain (69.0%). These countries have invested heavily in digital infrastructure and e-commerce development, creating environments where online research is both accessible and culturally accepted.

The Laggards: Where Traditional Shopping Still Dominates

At the opposite extreme, several countries show rates below 10%, indicating that traditional, offline shopping remains dominant. El Salvador (0.2%), Cuba (1.3%), Malawi (2.8%), and Senegal (5.9%) show minimal online product information seeking, reflecting limited internet access, low e-commerce development, or cultural preferences for in-person shopping experiences.

Even some larger developing economies show modest rates: Bolivia (7.6%), Lesotho (9.9%), Uzbekistan (10.2%), and Moldova (11.8%). These low rates create significant economic implications—consumers lack access to price comparisons and product information, potentially paying higher prices or making less informed decisions. Businesses in these markets face less competitive pressure from online transparency, which can reduce incentives for quality improvement or competitive pricing.

The Middle Ground: Emerging Digital Consumer Markets

Many countries fall into a middle range (30-70%), representing transitional markets where getting product information online is growing but not yet universal. Brazil (48.4%), Romania (48.9%), Chile (44.9%), and Colombia (35.0%) exemplify Latin American markets where digital consumer behavior is expanding but faces barriers like internet access inequality, digital literacy gaps, or preference for traditional shopping.

Russia (57.1%), China (56.8%), and Thailand (35.2%) show similar patterns in Asia, where massive populations include both digitally sophisticated urban consumers and rural populations with limited internet access. These countries often show dramatic urban-rural divides in online information seeking behavior, with major cities approaching developed-world rates while rural areas lag significantly.

Interestingly, some developed economies show surprisingly modest rates. Italy (58.5%) and France (60.0%) fall well below Northern European neighbors, suggesting cultural factors beyond infrastructure—perhaps stronger preferences for traditional shopping experiences, local merchant relationships, or skepticism about online information reliability.

What Drives Online Product Information Seeking Behavior?

Multiple factors determine whether populations seek product information online. Internet access and quality form the foundation—countries with fast, affordable, universal internet naturally show higher rates. But access alone doesn't guarantee usage. Digital literacy matters enormously; people need skills to search effectively, evaluate information credibility, and navigate e-commerce platforms.

E-commerce ecosystem development plays a crucial role. Countries with mature online marketplaces, reliable delivery systems, secure payment options, and strong consumer protection laws see higher rates because online information translates into actual purchasing options. Where e-commerce infrastructure is weak, seeking information online provides limited value since purchases must still occur offline.

Cultural factors shape behavior significantly. Some societies embrace digital tools enthusiastically, while others prefer face-to-face interactions with merchants. Trust in online information varies—some cultures readily accept online reviews and specifications, while others remain skeptical without personal inspection or merchant relationships. Language barriers matter too; populations whose languages dominate online content show higher rates than those relying on limited translated information.

Economic factors influence patterns as well. Wealthier populations with higher purchasing power have more incentive to seek information about expensive items carefully. Price-conscious consumers in competitive markets benefit more from comparison shopping than those in markets with limited product availability or fixed prices. The types of goods commonly purchased also matter—electronics and travel services lend themselves to online information seeking more readily than fresh food or clothing requiring physical inspection.

Economic Implications: Winners and Losers in the Digital Economy

High rates of online product information seeking create significant economic advantages. Consumers make better-informed decisions, reducing regret purchases and increasing satisfaction. Price transparency drives competition, lowering costs and improving quality. Businesses must compete on merit rather than information asymmetry, rewarding genuine value creation over marketing manipulation.

Countries with high rates develop more sophisticated e-commerce sectors, creating jobs in digital marketing, logistics, customer service, and technology. International businesses find these markets attractive because informed consumers readily adopt quality products, while local businesses must innovate to compete. This competitive pressure drives economic efficiency and productivity growth.

Conversely, low rates perpetuate information asymmetries that harm consumers and economic efficiency. Without price transparency, consumers overpay and businesses face less competitive pressure. Markets remain fragmented and inefficient, with local monopolies or oligopolies extracting excess profits. Economic development suffers as digital economy opportunities remain unrealized.

The gap between high and low rate countries represents a new form of digital divide—not just internet access, but effective internet usage for economic benefit. Countries stuck at low rates risk falling further behind as global commerce increasingly assumes digitally informed consumers. Businesses in these markets miss opportunities to reach international customers who expect online information before purchasing.

The Path Forward: Building Digital Consumer Cultures

Improving online product information seeking rates requires coordinated action across multiple domains. Infrastructure investment remains fundamental—affordable, reliable internet access must reach all populations, not just urban elites. But infrastructure alone proves insufficient, as modest rates in some well-connected countries demonstrate.

Digital literacy programs must teach not just internet usage, but effective information seeking, source evaluation, and online safety. Consumers need skills to compare prices, read reviews critically, recognize fake information, and protect personal data. These capabilities should be integrated into education systems and adult learning programs.

E-commerce ecosystem development matters enormously. Governments and businesses must collaborate to create reliable delivery systems, secure payment options, consumer protection frameworks, and dispute resolution mechanisms. When online information seeking translates into safe, convenient purchasing, adoption accelerates naturally.

Building trust in online information requires addressing fake reviews, misleading advertising, and fraudulent sellers. Platforms must implement verification systems, transparency requirements, and accountability mechanisms. Consumer protection agencies need resources and authority to police digital markets effectively.

Cultural change takes time but can be accelerated through demonstration effects. As early adopters share positive experiences—finding better prices, discovering quality products, avoiding bad purchases—others follow. Success stories from peer countries provide models and motivation for lagging markets.

Future Trends: Toward Universal Digital Consumer Behavior

The 2026 projections suggest continued growth in online product information seeking across most countries. Many already-high performers are projected to reach or approach 95%: Denmark (95.0%), Hong Kong (95.0%), Malaysia (95.0%), and Norway (95.0%). This represents the natural ceiling where virtually all internet users seek product information online as standard practice.

Mid-tier countries show strong growth trajectories. Mexico (projected 85.1%), Poland (81.9%), and Peru (78.5%) are expected to join high-performing ranks, reflecting successful digital transformation efforts. These countries have invested in infrastructure, e-commerce development, and digital literacy, with results now becoming visible.

However, some concerning patterns emerge. Some low-performing countries show minimal improvement: El Salvador (0.2%), Cuba (1.7%), and Malawi (6.8%) remain below 7%. These nations face structural barriers—limited internet access, weak e-commerce infrastructure, low digital literacy—that won't resolve quickly without major investments and policy changes.

People Who Search for Products and Services Online by Country (%) – 2026

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#	Country	Online Product Research Rate - Latest Available Data (%)	Online Product Research Rate 2026 Estimate (%)
1	Brunei	94.7%	95%
2	Denmark	94.1%	95%
3	Hong Kong	95.6%	95%
4	Malaysia	90.6%	95%
5	Norway	94%	95%
6	Iceland	89.1%	90%
7	Netherlands	85.3%	90%
8	Oman	83.6%	90%
9	South Korea	86.2%	90%
10	United Kingdom	81.7%	89.7%
11	Finland	86.7%	89.1%
12	Hungary	84.8%	88.4%
13	Belarus	71.4%	88%
14	Switzerland	84.4%	88%
15	Cyprus	81.3%	87.7%
16	Lithuania	74.8%	87.2%
17	Estonia	78.8%	87%
18	Sweden	85.5%	86.6%
19	Czech Republic	78.1%	86.1%
20	Mexico	71.2%	85.1%
21	Saudi Arabia	67.9%	85%
22	Croatia	74.5%	84.7%
23	Spain	72.3%	84.1%
24	Bosnia and Herzegovina	58.6%	83.9%
25	Malta	78%	83.2%
26	Belgium	78.5%	83.1%
27	United Arab Emirates	80.9%	82.8%
28	Austria	78%	82.2%
29	Greece	75.8%	82.2%
30	Israel	77.9%	81.9%
31	Poland	64.4%	81.9%
32	Slovenia	76.6%	81.9%
33	Portugal	73.2%	81%
34	Canada	76%	80.5%
35	Peru	64.4%	78.5%
36	Luxembourg	72.5%	78.4%
37	Slovakia	70.1%	78.1%
38	Germany	77.8%	77.2%
39	Ireland	66.8%	76.9%
40	New Zealand	58.8%	76.1%
41	Latvia	66.6%	76%
42	Kuwait	39.4%	75.9%
43	Japan	70.6%	75%
44	Serbia	65.2%	73.5%
45	Singapore	65.4%	73.1%
46	Montenegro	58.1%	71.4%
47	Albania	52.9%	69.4%
48	Türkiye	65.4%	68.6%
49	Macau	70.7%	68.1%
50	France	60%	67.5%
51	Bahrain	69%	67.4%
52	Uruguay	61.7%	67%
53	Russia	57.1%	63.7%
54	China	56.8%	62.4%
55	Bulgaria	50.7%	61.9%
56	Egypt	52.9%	60.5%
57	Romania	48.9%	56.4%
58	North Macedonia	49.6%	55.9%
59	Palestine	42.9%	54.9%
60	Brazil	48.4%	54.7%
61	Qatar	51.6%	54.7%
62	Italy	58.5%	53.7%
63	Chile	44.9%	49.6%
64	Jamaica	32%	45.3%
65	Georgia	37%	45.2%
66	Colombia	35%	41.9%
67	Paraguay	31.4%	40.2%
68	Kazakhstan	35.8%	39.8%
69	Ecuador	39.9%	39.3%
70	Thailand	35.2%	37.2%
71	Dominican Republic	28.4%	36.4%
72	Iraq	24.8%	34.1%
73	Algeria	23.5%	30.5%
74	Costa Rica	24.7%	28.7%
75	Iran	17.2%	26.3%
76	Bhutan	14.4%	26.1%
77	Jordan	31.5%	21.3%
78	Bangladesh	22.8%	20.4%
79	Ivory Coast	12.9%	20.4%
80	Morocco	18.4%	18.8%
81	Azerbaijan	13.4%	16.9%
82	Ukraine	13.5%	16.9%
83	Moldova	11.8%	16.5%
84	Bolivia	7.6%	14.6%
85	Botswana	12.2%	13.9%
86	Lesotho	9.9%	13.9%
87	Uzbekistan	10.2%	12.7%
88	Indonesia	16.3%	12.3%
89	Senegal	5.9%	10.6%
90	Panama	6.8%	9.5%
91	Zimbabwe	6%	7.2%
92	Malawi	2.8%	6.8%
93	Cuba	1.3%	1.7%
94	El Salvador	0.2%	0.2%

Methodology and Data Sources

This analysis uses UNESCO Institute for Statistics (UIS) data from ICT skills surveys measuring self-reported online product research behavior among individuals aged 15-74 across 94 countries. The data captures behavior across the general internet-using population, providing comprehensive insight into digital consumer patterns.

Online product research rates are calculated as: (Number of individuals aged 15-74 who searched for goods/services information online / Total surveyed population aged 15-74) × 100

The dataset includes all available countries with data spanning 2002-2024, with each country using its most recent available data point. Most countries have recent data from 2020-2024 (76 countries), while 18 countries have older data. For 2026 projections, linear regression analysis was applied using all available historical data points for each country. Countries with at least 2 data points received trend-based projections (80 countries), while those with single data points used regional growth patterns (14 countries). Projections are constrained to realistic ranges with growth dampening applied for high-performing countries (>80%) and for countries with older data (>5 years old) to reflect market saturation effects and data uncertainty. The maximum projection is capped at 95% to reflect realistic market limits. Survey methodologies follow UNESCO's standardized ICT skills measurement framework, though minor variations may exist between countries and years.