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Search Online, Buy Offline
comScore Networks has released the findings of a new study revealing the impact of search engine usage on the buying process for computers and consumer electronics. Among other findings, the study reveals that more than 90% of subsequent purchases are made offline; and that generic product search terms account for more than two thirds of all searches.
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 (CE/C) products at one of the top 25 search engines in Q1 2004.
Around 25% of these purchased such a product within the next 90 days but 92% of these purchases occurred offline. The great majority of the remaining 8% of purchases were made in subsequent user sessions, ie not in the same session the search was made. Additionally, nearly 40 percent of all purchases occurred 5 to 12 weeks after the initial CE/C search was conducted.
comScore Networks VP James Lamberti says the findings 'reinforce the importance of considering the latent impact of search engine usage when evaluating search engine marketing investments. 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'.
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. Generic product search terms (e.g. 'camera', 'plasma television' or 'PDA phone') accounted for more than 70% of total search volume, while trademarked retailer terms (e.g. 'Best Buy', 'Gateway.com') accounted for 20% and specific product terms (e.g. 'Canon digital camcorder', 'HP notebook nx9010') for the remaining 10%. 'It's critical that retailers consider generic search terms as an important part of their keyword strategy' notes Lamberti.
ComScore uses a global cross-section of more than 2 million consumers who have given it explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research. The company is online at www.comscore.com
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