25% American shoppers use search engines to research items and out of that 37% buy the products online. 63% search for products online and then purchase them offline, according to a Google sponsored study by ComScore.


25% American shoppers use search engines to research items and out of that 37% buy the products online. 63% search for products online and then purchase them offline, according to a Google sponsored study by ComScore.

Google sponsored a study, “The Role of Search in Consumer Buying”.

ComScore conducted the study across 11 product categories.

The findings were based on “83 million Americans who conducted more than 552 million searches in the categories analyzed using one or more of the 24 leading search engines”.

James Lamberti, vice president of comScore Search Marketing Solution, said: “The study confirms the important role of search in influencing consumers’ purchase behavior both online and offline. Importantly, it’s clear from this study that the influence of search on offline buying can often be responsible for the major portion of the overall financial return from investments in search marketing”.

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

To get more details related to the findings of the study, click here.