In the search engine marketing world, competition is fierce as companies fight for first page ranking on Google, Yahoo and Bing. Businesses look daily for web intelligence studies to help them through this process and when I come across one, I like to pass it on.
In a recent study done by Compete, a leading web analytics company, it was found that 94% percent of online shoppers do research before making their final purchase and 61% of online shoppers often use search engines. It was found that for apparel, 12% used search engines for their purchases. Shoppers relied on email marketing, branding (going to the brand’s website directly) and catalogs. Technology driven products i.e. cell phones, laptops, electronic devices, etc. do require more research from the consumer therefore the percentage of search engine usage rises to 45%.
Another interesting find is that more than 80 million consumers use comparison shopping sites such as Cnet and Yahoo Shopping for their online purchases. Many enjoy the product reviews and also the price comparison feature which is a big plus in these tough economic times.
With studies such as the one mentioned above, it is becoming easier for online retailers to identify where their marketing dollars should go. It is always a great feeling to see my clients excited about their investment results when our marketing research is dead on. To read more about this study, click here.

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