Consumers who use search engines spend more

It is thought that consumers who spend time using search engines are more likely to spend more than those who do not, on average, suggesting a definite link between online search activity and ultimate retail spend.

These are the findings of research from Yahoo and ChannelForce which found that those who research their electronics purchases online spend ten per cent more that otherwise.

In a survey of more than one thousand US adults the majority carried out some level of internet research before committing to purchase, using search tools to find out the best products for their particular needs.

In total, three quarters (75 per cent) of those who research televisions and cameras do so online, using a combination of retail websites, manufacturer websites and search engines. Retail websites were found to be the most popular option, representing 73 per cent of all choices. This was followed by 68 per cent for manufacturer sites and 49 per cent for search engines.

Furthermore, the majority of those who research online (80 per cent) are not influenced by the options available in store.

"This study confirms and quantifies that a more informed consumer is a more valuable consumer," commented David Rubinstein, senior director, technology and telecommunications category, Yahoo! search marketing.

According to eMarketer, online advertising spending in the UK is on track to reach £4.5 billion by 2011, significantly more than other western nations.

© Adfero Ltd

9 Jul 2007 12:47:37 (Source: Adfero)