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Monday, March 13, 2006

Where are Internet Users Researching Products?

Posted by @ 8:00 pm

A recent study sponsored by iProspect and conducted by Jupiter Research has revealed that the greater majority of Internet users are researching products on general search engines rather than shopping-specific search engines (such as Froogle or Yahoo! Shopping).

The iProspect Post-Holiday Online Shopping Study reported that 62 percent of Internet users utilized search engines, but only 26 percent used shopping search engines for shopping research during the 2005 holiday season, proving that shopping-specific search engines are not as popular with Internet shoppers.

1,731 respondents to the study were asked which of the following sites did they use to research products that they bought either online or offline during the 2005 holiday season. Results were as follows:

Merchant site (online store) 63%
Search engine (e.g. Google, Yahoo!) 62%
Manufacturer site 30%
Shopping search engine (e.g. Froogle) 26%
Other 14%

Source: iProspect Post-Holiday Online Shopping Study, February 2006

The results reinforce the importance of having your products and websites easily found in search results on general search engines – on both branded and non-branded searches.

Interestingly, the study also revealed that 47% of Internet users that researched products online proceeded to purchase those products offline.

Rene LeMerle Rene is the marketing manager of - a global search engine marketing company. He also leads the marketing for - a web 2.0 style community for online and digital marketers. Rene has been in the industry since 1997 with much of that time spent helping businesses embrace the best of the internet and digital world.

View Rene LeMerle's profile

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