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Secondly, the Internet is powerful research instrument. Shoppers are able to use the Internet as a powerful research instrument in the purchasing process. For certain products such as books and Videos/CDs/DVDs, reviews and recommendations are important factors in influencing purchase decision. With such products, are not only able to browse through a large selection on the websites such as Amazon.com, but are also able to conveniently obtain reviews and recommendations that are usually unavailable in offline stores. Shoppers who shop online do not necessarily make the purchase online, but "offline" from a brick-and-mortar storefront, and vice versa. 46% of online buyers research online to purchase offline, while 27% research offline to purchase online and 17% research in both ways, according to Forrester viewed as a supplement to traditional storefront purchasing, rather than as a competitor. This ability to shop, research, and view potential purchases on the Internet empowered customers and accelerated their purchase decisions.