SEL: New Study Reveals the Impact of Search Engine Usage on Consumer Buying

check out the Digging into Search swicki at eurekster.com

Search marketing in the new media era.

December 13, 2004

New Study Reveals the Impact of Search Engine Usage on Consumer Buying

comScore and Overture joined forces on a new study to determine how online consumer searches impact offline sales. The results are an eye-opener.

....the study revealed that 25 percent of searchers ultimately purchased a [consumer electronics or computer] product and that an estimated 92 percent of these purchases occurred offline. Among the 8 percent of post-search purchases that were made online, the vast majority occurred in subsequent user sessions (not directly after a search click-through).

So, SEM's working with companies selling consumer electronics, need to make sure they are helping their clients track offline sales and return web site visitors.

The study has some other interesting findings that suggest that most consumers of electronics, stick to generic search terms.

Andy Beal | permalink | +marktd |

...the search industry queries new media