Quantifying the Impact of Search on Offline Purchases
I love to read stuff like this. ROI Research conducted a study to try to quantify the impact that online searching has on offline purchases. There's obviously an impact, but it's a lot harder to measure if someone does their shopping research online and then goes down to their local store to make the purchase. Interesting findings from the study:
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- In this category, for every $1 dollar spent online, the average search-user spends $2.56 offline. This shows that Search has the ability to influence an incremental 3 times the dollar value of e-commerce transactions by reaching consumers who shop in traditional channels. Interestingly, the factor was even higher for existing client customers with a ratio of 3.37x spent offline vs. online.
- Frequent searching correlates with higher spending. Those who search up to 10 times annually spend an average of $1,789 online while those who searched 31+ times spent an average of $2,943 online. Similarly in off-line transactions, those who search 10 or fewer times spend an average of $2,219 through retail locations, while those who search 31+ times spend an average of $3,839.
- Search influences 20-30% of purchases made at retail locations.
- By indexing the influence on purchase of Search we are able to quantify the amount of money spent as a result of Search. For the client's Online Purchasers, 48% of money spent online and 34% of money spent at retail locations can be attributed to Search. Among general consumers, Search accounts for 49% of online purchases and 42% of retail purchases.
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posted by Dave @ 9:53 AM
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