For every dollar spent online, the average search user spends $2.56 offline. This shows that search has the ability to influence an incremental three times the dollar value of e-commerce transactions by reaching consumers who shop in traditional channels.
Marketers want to know. Advertisers want to know. And retailers very much want to know.
To answer the question "Can search marketers optimize the multi-channel consumer experience with their brands through investments in ‘integrated’ marketing?", ROI Research sought to quantifying the impact online search had on offline purchase behavior in traditional retail outlets.
Here is what it found:
- For every dollar spent online, the average search user spends $2.56 offline. This shows that search has the ability to influence an incremental three times the dollar value of e-commerce transactions by reaching consumers who shop in traditional channels.
- Frequent searching correlates with higher spending. Those who search up to 10 times annually spend an average of $1,789 online while those who search 31 times or more spend an average of $2,943 online.
- Search influences 20%-30% of purchases made at retail locations.
ROI Research’s amazing conclusion was that, in this instance at least, for the client’s online purchasers, 48% of money spent online and 34% of money spent at retail locations could be attributed to search. Among general consumers, search accounted for 49% of online purchases and 42% of retail purchases.
