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Thursday, August 23, 2007

Search Drives Moms' Purchases

A study conducted by ROI Research (and commissioned by DoubleClick Performics) shows that when it comes to mom's looking for the where to buy clothes, toys or gadgets for their young'uns, there's no place like search.

A few tidbits from the study:

“Searcher Moms – A Search Behavior and Usage Study.”

  • 86 percent of respondents said search engines are the most efficient way to find information
  • 57 percent use search engines to gather information before making any offline purchase
  • Search engines were used to compare prices and find retail locations of consumer packaged goods more than 70 percent of the time
  • 64 percent reported using a search engine to gather more information after seeing an ad

    Much of this jibes with our continued use of search first instead of using a shopping-specific portal. This means that sites such as CleverMoms have considerable opportunity to fill the need for trusted shopping direction. Comparison shopping is growing, but search still plays a vital role. Right Shannon?

    Posted By John Gartner at 10:28 AM
    Permanent Link: Search Drives Moms' Purchases | Comments (0)

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