With only hours left in the holiday season shopping frenzy (are you done shopping yet?), Wednesday's edition of AdAge.com mentioned an interesting point—namely, that this holiday season, “consumers are not only going online to buy gifts, they are going online to hunt bargains via comparison shopping.”

The article goes on to say that among “2 million consumers surveyed in early December on their holiday shopping plans by market-research firm Compete, Boston, 42% said they are spending the same as last year…More than half said they thought they could find the best deals online, rather than offline…25% [of] respondents are doing about half their shopping online. Last year, only 8% did their holiday shopping online.”

As more and more users become increasingly Internet savvy, these figures will continue to surge and will be a key contributor to the content economy. If done right, not only will users rely on this new economy for unlimited access to long tail content, but it will be used as a primary tool in comparison shopping and bargain hunting—a perfect value convergence for users.