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TV, WOM Drive Users to Search - and Then Purchase

Some 67 percent of the online search population have been driven to search by offline channels - and 39 percent of online searchers who are influenced by offline channels ultimately have ultimately made a purchase - according to a new study conducted by JupiterResearch and sponsored by iProspect, MarketingCharts reports.

The research, “iProspect Offline Channel Influence on Online Search Behavior Study,” finds that offline channels clearly influence a significant percentage of online search users to subsequently perform queries on search engines based on the company name, product/service name, or slogan that appears in the messaging of that offline channel.

Highlights of the study’s findings:

• Performing searches is more important now than last year to 57 percent of online users

• 54 percent of online population is searching at least daily, 83 percent at least weekly
• Two-thirds of online search user population has been driven to search by offline channels

• Television (37 percent) and word of mouth (36 percent) are the channels most effective at driving search
• Company, product and service names most commonly used keyword types

• 39 percent of searchers are influenced by offline channels make a purchase
• Magazine/newspaper ads and word of mouth are the most effective at generating a purchase

Details of the study are available from iProspect.