25% of searches buy the item they search for, 37% of buyers buy that product online

comScore Networks confirmed the importance of search in influencing offline buying. The results show that 25% of searchers purchased an item directly related to their query, and that of those buyers, 37% completed their purchase online.

comScore Networks confirmed the importance of search in influencing offline buying. The results show that 25% of searchers purchased an item directly related to their query, and that of those buyers, 37% completed their purchase online. An even greater 63% completed a purchase offline following their search activity. The study reflects the searching behavior of 83 mln Americans who conducted more than 552 mln searches in the categories analyzed using one or more of the 24 leading search engines.

Online and offline search conversion in retail

Category SearchedConversionOfflineOnline
Average, All Categories25%63%37%
Apparel & Accessories43%65%35%
Toys & Hobbies42%88%12%
Music/Movies/Videos28%83%17%
Consumer Electronics18%84%16%
Video Games & Consoles17%93%7%
Jewelry & Watches15%75%25%
Source: comScore

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