10.7: The Average Number of Sources Consumers Consult Before Making a Buying Decision

We spotted this interesting stat today - according to the Google ebook Zero Moment of Truth www.zeromomentoftruth.com, consumers were consulting an average of 10.7 sources before making a buying decision in 2011 -double the rate in 2010. And, 70 percent of Americans now say they read reviews before buying (Source)

And that stat is outdated - so the number might have changed, and our guess is it should have gone up.