Sixty Three Percent of Searchers Buy Offline

    March 23, 2006

comScore and Google have released a new study – “The Role of Search in Consumer Buying” – 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.

“We find that many multi-channel retailers already understand that search has tremendous impact on both online and offline purchases,” said John McAteer, head of retail, Google. “This research helps quantify exactly how influential search really is for the overall buying process.”

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.”

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Andy Beal is an internet marketing consultant and considered one of the world’s most respected and interactive search engine marketing experts. Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian.

You can read his internet marketing blog at Marketing Pilgrim and reach him at