25% of online searchers bought an item that was directly related to their query, according to a study by comScore Networks for Google. Of these searchers, 37% made their purchase online.


25% of online searchers bought an item that was directly related to their query, according to a study by comScore Networks for Google. Of these searchers, 37% made their purchase online.

The study, titled “The Role of Search in Consumer Buying”, was on the impact of online search on consumers’ holiday purchases online and offline during the months of November and December 2005.

James Lamberti, vice president of comScore Search Marketing Solutions, said: “The study confirms the important role of search in influencing consumers’ purchase behavior both online and offline. Importantly, it’s clear from this study that the influence of search on offline buying can often be responsible for the major portion of the overall financial return from investments in search marketing.” [Source]

63% of the online searches were convered offline, compared to 37% converted online.
The categories for the conversion were:

Apparel and Accessories: 43% conversion
Toys and Hobbies: 42% conversion
Music/Movies/Videos: 28% conversion
Consumer Electronics: 18% conversion
Video Games and Consoles: 17% conversion
Jewelry and Watches: 15% conversion

John McAteer, head of retail at Google, said: “We find that many multi-channel retailers already understand that search has tremendous impact on both online and offline purchases. This research helps quantify exactly how influential search really is for the overall buying process.”
[Source]

For more information on the study, click here.

 

 

 

 

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