comScore and Google have released a new study – â€œThe Role of Search in Consumer Buyingâ€? – which examined holiday related purchases to see which completed online and which offline.
The result? A staggering 63% of all online shoppers completed their purchase by buying offline at a store. The share jumps when you narrow down to certain categories such as Toys, Video Games and Jewelry.
â€œWe find that many multi-channel retailers already understand that search has tremendous impact on both online and offline purchases,â€? said John McAteer, head of retail, Google. â€œThis research helps quantify exactly how influential search really is for the overall buying process.â€?
The study also look at whether an online purchase, originating from a search referral, took place during the first sesion or at a later time. On average, 56% of purchases took place in “subsequent Internet sessions, clearly demonstrating the strong latent impact of search.”