ComScore Networks released some interesting 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.
Latent conversions are tracked for searches and purchases during particular time span.
|
Buyer Conversion Summary for Select Product Categories |
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|
Category Searched |
Buyer Conversion |
% of Buyers Converting Offline |
% of Buyers Converting 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% |
