Hardware buyers conduct 4.9 searches before buying
According to DoubleClick, shoppers on fitness/sports sites conducted 2.5 searches in the 12 weeks preceding a purchase; apparel buyers made 4.7 searches and computer hardware buyers made 4.9. Travel buyers were the most search engine reliant, averaging 6 relevant searches in the 12 weeks before their transaction. The study found shoppers favouring generic terms early in the buying cycle, such as “running shoes,” as opposed to a merchant brand. Brand-specific searches accounted for only 18.1% to 28.5% of all searches those buyers conducted, depending on the categories.