Mediaweek story about Performics/Doubleclick research on how search leads to online sales. The Performics/ComScore report, Search Before the Purchase, analyzed pre-purchase search activity across four categories: Apparel, Computer Hardware, Sports & Fitness and Travel, using a sample of 1.5 million participants and found that half of all online shoppers research products via search engine before buying, with more time spent on research than previously realized.
- Buyers conduct many related searches prior to a purchase
- Buyers favor generic terms early in the buying cycle – for example, “running shoes,” as opposed to a merchant brand
- Branded terms dominate search activity closer to the purchase
Related: See Seth Goldstein comments on SEO from Emerging Tech conf.