Web surfers who research products online are more likely to spend more money and time in stores, according to results of a study from Yahoo and comScore.
‘Pre-shoppers’ spend an average of 41% more in-store, compared to consumers who aren’t influenced by online ads, the study’s results indicate. The reason, the study suggests, is that consumers who are exposed to online ads are more engaged, viewing an average of six more pages while researching shopping options online, compared to Web surfers not exposed to ads.
The study further indicates that nearly 90% of incremental sales sparked by online ads occur in-store, with shoppers who view online ads spending an incremental $6 in stores for each $1 spent online. The study found that integrated search and display campaigns carry the biggest impact, creating a deeper engagement for the consumer and driving higher sales.
“We see a direct correlation between the engagement that those people had online, and what they spent when they went into the store,” said Amy Vener, senior director of retail category at Yahoo. “Being able to have conversation with consumers who are pre-shopping is a new way to communicate with customers.”
The study focused on the effect of search and display ads on in-store sales for five major retailers by canvassing more than 175,000 comScore panelists between April 2006 and January 2007.
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