56% of online holiday shoppers search first and buy later

comScore analyzed the time lag between consumers’ initial searches and subsequent purchases made in the same categories during November and December of 2005. Consistent with previous comScore research, this study found that more than half (56%) of consumers’ online holiday buying actually happened in subsequent Internet sessions, clearly demonstrating the strong latent impact of search.

Latent and direct search referrals

Category Latent Direct
Average, All Categories 56% 44%
Music, Movies, Video 77% 23%
Computers, Peripherals, PDAs 69% 31%
Home & Garden 69% 31%
Toys & Hobbies 61% 39%
Video Game Consoles 58% 42%
Jewelry & Watches 57% 43%
Source: comScore Networks