Some 67% of the online search population have been driven to search by offline channels – and 39% 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.
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% of online users
- 54% of online population is searching at least daily, 83% at least weekly
- Two-thirds of online search user population has been driven to search by offline channels
- Television (37%) and word of mouth (36%) are the channels most effective at driving search
- Company, product and service names most commonly used keyword types
- 39% of searchers who 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.
