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Forty-Seven Percent Of Consumers Buy Products Offline After Researching Online

  • ClickZ, Tuesday, February 28, 2006 10:30 AM
Advertisers who don't measure the offline impact of their search marketing campaigns will be unable to determine the overall effectiveness of the campaigns, says search marketing firm iProspect, releasing a study conducted by Jupiter Research. In the survey, 62 percent of Internet users who researched products online during the holiday season used a search engine to do so, and nearly half ended up buying the product they were searching for offline. Merchant sites like were slightly more popular, with 63 percent of consumers using them. Just 26 percent of users visited shopping-specific search engines like and Froogle. While it's clear consumers definitely use search engines for researching products online, it seems these numbers (although the article is unclear) were generated by search queries, and don't necessarily say anything about whether consumers saw or clicked on paid search ads or not. Ergo, it's unclear what direct relationship search spending has on offline conversions. The study, conducted in January, was based on a survey of more than 1700 people selected from Ipsos' U.S. consumer panel.



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