The majority of online adult shoppers conduct research before they buy, and two-fifths of those do so starting from a search engine, according to a new survey from search marketing firm iCrossing.
The survey, “How America Searches: Online Shopping”, finds that 88% of adults who shop on the Internet conduct some sort of online research before buying, and that of that group, 67% use a search engine at some point, and 40% of them consult a search engine before looking anywhere else.
Older online shoppers—those age 55 and up—are more prone to click on paid search ads than their younger counterparts, 75% compared to 56%.
“The study clearly shows that the Internet is becoming the preferred purchasing channel for a variety of products and services,” said iCrossing CEO Jeffrey Herzog. “The smart marketers are adapting to the changing retail landscape and adopting proven search engine marketing strategies to connect with more qualified online shoppers and close more business.”
