Online searchers spend more in-store

Users who search for information on electronics purchases online spend more in brick-and-mortar stores according to a recent study from Yahoo and ChannelForce. The study revealed that consumers who used a search engine for research spent 10% more than consumers who did not.

by Kristina Knight

The study was conducted between February and March 2007 in stores such as Best Buy and Circuit City. It showed that 75% of consumers used the Internet to research a product before purchasing, most choosing retail websites (73%), manufacturer websites (68%) and search engines (49%) to help make their purchasing decision.

David Rubinstein, senior director, technology and telecommunications category, Yahoo Search Marketing said, "Manufacturers have a huge opportunity here - even if they don’t sell products online, their online efforts are impacting what people are buying in stores.”

Creating a website or a branded micro-site is a good place to begin for manufacturers and retailers, but more importantly, these businesses should consider investing in a paid search campaign.

The study showed that those using search engines for research spent 10% more in-store than those who did not. It also indicated that users utilizing search spent more per product than non-searchers.

Search campaigns, then, are a good investment for retailers and manufacturers whether they have a strong online presence or are just beginning to build an online hub. Users may not purchase a product online, but as they research they are making purchasing decisions that could make or break retails around the world.