Purchase Stats Relating to Search Queries

1 comment
Thread Title:
comScore Study Reveals the Impact of Search Engine Usage on Consumer Buying
Thread Description:

Some interesting stats from a new comScore survey on the influence of Search on consumer buying in the consumer electronics / computers category point out by Gary.

Here are the highlights:

  • Vast Majority of Search-Influenced Buying Occurs Either Offline or in Subsequent Internet User Sessions
  • 25 percent of searchers ultimately purchased a CE/C product
  • 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
  • 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
  • Nearly 40 percent of all purchases occurred 5 to 12 weeks after the initial CE/C search was conducted.

There's quite a bit more at the threadlink above...

Comments

1% conversion!

http://www.marketingvox.com/archives/2004/12/14/only_1_percent_of_searchborne_purchases_linked_to_first_click/

Have an interesting view on the stats that only 1% of visitors purchase an electronics item on their first visit. They either need a better site or target ad spend better.

Ultimately though, it means I do more than OK in that sector and want to say thanks to the Yahoo shareholders that paid for this survey to be undertaken. Cheers guys :)

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