Vast Majority of Search-Influenced Buying Occurs Either Offline or in Subsequent Internet User Sessions
RESTON, Va., Dec. 13, 2004 – comScore Networks today released the findings of a breakthrough study revealing the impact of search engine usage on the online and offline buying process. The study, which was sponsored by Overture, a division of Yahoo!, analyzed the timing of search engine usage and the role of different search term categories in the shopping process among consumers searching for electronics and computer products.
The comScore research studied the buying activity of Internet users who conducted a consumer electronics or computer (CE/C) search at one of the top 25 search engines in Q1 2004. Among the other findings, the study revealed that 25 percent of searchers ultimately purchased a CE/C 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).
Search Drives Offline Buying Decisions
Using a combination of online behavioral observation and consumer survey data, comScore estimated that 92 percent of all buying activity following a CE/C search occurred offline. Searches for consumer electronics, such as DVD players, TVs and cameras, were more likely to result in an offline purchase than were searches for desktop and laptop computers.
“Latent” Purchase Conversion Accounts for Majority of Online Buying Activity
The comScore study tracked online buying behavior for 90 days following a CE/C search. This longitudinal analysis of consumer behavior revealed that only 15 percent of online purchases following a CE/C search occurred in the same user session as the search itself, with 85 percent of conversions occurring in a latent (or non-search) session. Additionally, nearly 40 percent of all purchases occurred 5 to 12 weeks after the initial CE/C search was conducted.
“These findings reinforce the importance of considering the latent impact of search engine usage when evaluating search engine marketing investments,” said James Lamberti, vice president of comScore Networks. “Search cannot be thought of as solely a direct response marketing tool, especially in highly considered product categories where search activity can precede a purchase by as much as 60 to 90 days.”
