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Offline Influence on Online Search: 39% Conversion

Found on centerformediaresearch.com:

According to a the “iProspect Offline Channel Influence on Online Search Behavior Study,” conducted by JupiterResearch, 67% of the online search population is driven to search by offline channels. It also revealed that 39% of online searchers who are influenced by offline channels ultimately make a purchase. This 39% conversion rate suggests a synergistic relationship exists between search and offline channels, concludes the study.

iProspect president, Robert Murray, said “Search is no longer an add-on consideration for marketers… it’s clear that its efficacy is multiplied when combined with offline channels… The bottom line is that integration is no longer optional… but at the end of the day, it’s pretty much meaningless if a purchase isn’t made.”

Beginning with the hypothesis that the use of search engines to perform searches is growing more important to the majority of online users, the study set out to identify the importance and frequency of searches, then the offline influences driving the prospect to the Internet, concluding with behavior of searchers in converting to a purchase.

The vast majority of the younger age group reported a growth of importance in performing queries on search engines, and a significant percentage of online users 25 and older reported the same. Almost three quarters of online users who have been using the Internet for less than a year report that search has grown in importance to them, while more than half of online users with more than one year of Internet experience concur with their less experienced counterparts.

Respondents Claiming Online Search Becoming “More Important.” (% of Online users)
All users

57%

Age 18-24

72

Age 25+

55

Internet use ≤ 1 year

71

Internet use > 1 year

56

Source: iProspect, August 2007

Offline channels clearly influence a significant percentage of online search users, says the report, with TV and word of mouth influencing over one-third of online search users to perform a search. More surprising, to the analysts, is that a full 67% of online search users are driven to search as a result of some offline channel.

Offline Channel Exposure Driving Online Searches (% of Online searchers within previous 6 months)
Offline Channel Driving Search % of Online Searchers
TV ad

37%

Word of mouth

36

Magazine/Newspaper ad

30

Store location

20

Radio ad

17

Billboard/other signage

9

Company name/ad on vehicle

10

None of these prompted a search

33

Source: iProspect, August 2007

Daily online search users are more influenced to perform searches as a result of exposure to offline channels than less frequent searchers. The findings uncovered are illustrated below.

Offline Channel Influence By Consistency of Online Searches
Media Channel Daily Online Searchers Less Than Daily
TV ad

44%

28%

Word of mouth

41

30

Magazine/newspaper ad

35

25

Store location

24

15

Radio ad

23

11

Billboard/signage

13

4

Ad on vehicle

14

6

No offline influence

28

39

Source: iProspect, August 2007

Of those online search users who are influenced to perform a search as a result of exposure to some offline channel, the data clearly indicates that branded keywords far outweigh messaging from the non-branded keywords (company advertising, slogan, or “other”) 68% to 18%, respectively.

Commonly Used Keyword in Search Launch
Keyword Used % Searchers Using
All or part of company name

44%

All or part of product/service name

24%

Company slogan

6

Other

12

Don’t remember

14

Source: iProspect, August 2007
Offline Sources Which Eventually Led To A Purchase From That Company/Product/Service (all that apply)
Offline Exposure % of Search Users
Magazine/newspaper ad

30%

Word of mouth

30

Company store location

24

Television ad

23

Radio ad

22

Billboard, indoor or sports venue sign

19

Ad/company name on vehicle

15

None prompted a purchase

40

Don’t remember

21

Source: iProspect, August 2007

From a marketer’s perspective, iProspect believes that the most significant finding of this study is that over one-third of online search users who perform a search as a result of exposure to some offline channel recall making a purchase (via any channel) as a result of that search.

The report summarization concludes that since across all ranges of age, income, and online tenure, survey respondents reported that conducting search engine queries has become more important to their use of the Internet over the last year, the implications are obvious. If users report that the activity of searching is growing more important to them, then businesses need to assign growing importance to ensuring that their website is found by searchers.

To read the complete “iProspect Offline Channel Influence on Online Search Behavior Study” and access the PDF file with charts, please visit iProspect here.

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14 september 2007 - Posted by | communication, industry, marketing, media, trends

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