Research Online, Buy Offline

A new Yahoo!-comScore study shows the importance of merging your online and offline strategies

We know that many Yahoo! Search Marketing advertisers have stores in the physical world as well as in the virtual world. And it’s no secret that a great many consumers research or “pre-shop” for products online and then try them out and buy them in the physical store.

A recent study by Yahoo! and comScore confirms that the Internet has had a major impact on consumer in-store behavior. The study, which involved more than 175,000 panelists and compared the behavior of those exposed to online advertising versus those who were not exposed, found that:

As a result of online ad exposure, advertisers increase both the total number of offline purchasers, as well as spend per purchaser. In the study, this resulted in an a 41 percent increase in in-store revenue on average.
Exposure to online advertising leads consumers to be more “engaged.” In the study, in-store spend per purchaser rose by 29 percent on average.
Search and display advertising together can result in the consumer spending more time on your site, learning more about your products, which in turn can lead to increased in-store sales.

For more, download the Reaserch Online, Buy Offline pdf.

—The Team

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8 Comments Add your own

1. Headlines of Note for Jul&hellip | July 31st, 2007 at 3:21 pm

[…] Research Online, Buy Offline [Yahoo! Search Marketing Blog] […]
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5. Sober Friend | November 2nd, 2007 at 10:20 pm

Its interesting to me, I always research online but only recently have I started to buy online, for me it is that delivery wait that bugs me, I am an instant gratification kind of guy I want it when I buy it, since I’ve been Sober that has changed a bit, so for now I’d say 50/50 on the on/off line buying habits
6. Monogram Cake Toppers | December 27th, 2007 at 3:18 am

Hummm… perhaps. In my opinion, the convenience of shopping online (and low prices) is really why people are online in the first place.
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