US Consumers Want The Ability To Filter Their Search Results On Retail And Brand Sites

Fifty-seven percent of US online adults often use filters on a retailer or brand website to see more specific search results, per Forrester’s November 2022 data. For these online adults, our data from April 2023 shows that the most important filters on retail and brand sites include the ability to filter by product availability and by basic product attribute. Just two-fifths of US online adults said it’s important to be able to filter by company values, and nearly one-third view it as not important. This is a snapshot of Forrester’s consumer data on the perceived importance of the ability to filter by certain product attributes on retailer and brand sites.