Study Shows Most Search Related Purchases Occur Offline

[Kristijntje]

comScore Networks today released
results from a new research study that confirms the importance of search in
influencing offline buying. The results show that 25 percent of searchers
purchased an item directly related to their query, and that of those buyers,
37 percent completed their purchase online.  An even greater 63 percent
completed a purchase offline following their search activity.

    The study, sponsored by Google, entitled "The Role of Search in Consumer
Buying" examined the impact of Web search (excluding comparison shopping
sites) on consumers' holiday-related purchases completed online and offline
during November and December 2005, across 11 product categories.  The study
reflects the searching behavior of 83 million Americans who conducted more
than 552 million searches in the categories analyzed using one or more of the
24 leading search engines.

    "The study confirms the important role of search in influencing consumers'
purchase behavior both online and offline," said James Lamberti, vice
president of comScore Search Marketing Solutions. "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."

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

Buyer Conversion Summary for Select Product Categories


    Category Searched          Buyer      % of Buyers        % of Buyers
                            Conversion    Converting        Converting
                                            Offline            Online
    Average, All Categories      25%            63%                37%
    Apparel & Accessories        43%            65%                35%
    Toys & Hobbies              42%            88%                12%
    Music/Movies/Videos          28%            83%                17%
    Consumer Electronics        18%            84%                16%
    Video Games & Consoles      17%            93%                7%
    Jewelry & Watches            15%            75%                25%

full press release: http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/03-21-2006/0004324063&EDATE=

[bargainbloodhound]

The category conversion numbers are interesting    ...and I'm a little surprised at the low percentage of searchers who buy music/movies/videos/video games online vs. offline compared to other categories like apparel & accessories.  I'm much more likely to buy movies and music online than I am to buy apparel...I guess I'm just really really weird.