| Retail |
Our clients include
There's now three major ways for online retail customers to find what they want – they can go to a retailer's site directly, they can go to an aggregator/price comparison site, or most likely they can simply use a search engine such as Google. According to www.comScore.com, in Q3 2007 retail e-commerce in the US increased 23% to $28.4 billion compared to Q3 2006. During the first nine months of 2007, total e-commerce spending surpassed $143 billion, putting it on pace to reach $200 billion by the end of the year. Retail e-commerce accounted for nearly $84 billion, or 58% of the total. (comScore, October 2007) Paid search is currently the key driver of US online advertising, and spending on paid search in 2008 will exceed the $9.6 billion that was spent on all online advertising in 2004. (eMarketer at eMarketer, April 2007) Results from a research study by comScore Networks confirms the importance of search in influencing offline buying. The results show that 25% of searchers purchased an item directly related to their query, and that of those buyers, 37% completed their purchase online. An even greater 63% completed a purchase offline following their search activity. The study, sponsored by Google, entitled "The Role of Search in Consumer Buying" examined the impact of Web search (excluding comparison shopping sites) on consumers' holiday-related purchases completed online and offline during November and December 2005, across 11 product categories. The study reflects the searching behavior of 83 million Americans who conducted more than 552 million searches in the categories analyzed using one or more of the 24 leading search engines. |
