March 23rd, 2006
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.
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Latent and direct search referrals |
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| 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 | ||
Alex is a software engineer in the San Francisco Bay Area. ITFacts is created and updated by a group of statistics-obsessed individuals.
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