25% of searches buy the item they search for, 37% of buyers buy that product online

comScore Networks confirmed 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 reflects the searching behavior of 83 mln Americans who conducted more than 552 mln searches in the categories analyzed using one or more of the 24 leading search engines.

Online and offline search conversion in retail

Category Searched Conversion Offline Online
Average, All Categories 25% 63% 37%
Apparel & Accessories 43% 65% 35%
Toys & Hobbies 42% 88% 12%
Music/Movies/Videos 28% 83% 17%
Consumer Electronics 18% 84% 16%
Video Games & Consoles 17% 93% 7%
Jewelry & Watches 15% 75% 25%
Source: comScore