August 22, 2005, 12:00 AM

Web search plays key role in influencing wireless purchases, study finds

66% of consumers surveyed hadn’t established a desired wireless provider before going online to search, a study by Yahoo Search Marketing and Compete Inc. finds. The number of consumers using search to find wireless was up 72% from last year.

 

Online search is a primary driver in the decision to purchase wireless products, according to a new study, which determined that 66% of wireless purchasers hadn’t established a desired provider before initially searching for one online. The study, from Yahoo Search Marketing and predictive analytics firm Compete Inc., found that the percentage of consumers that used search to aid in their wireless purchases this year was up 72% from last year.

The study deemed online searchers for wireless products to be valuable customers. Across the top five wireless carriers, the study found, customers who arrived at one of their sites as the result of a search were nearly three times more likely to sign up for online self-service, including functionality such as online bill payment, than non-searching consumers. In addition, they have 17% more self-service sessions than non-searchers, according to the study findings.

“For wireless marketers, understanding the significant impact search has on offline purchases is critical to building a successful multi-channel marketing strategy,” says David Rubinstein, telecommunications category director of Yahoo Search Marketing.

The number of consumers searching online for wireless named services is growing. By year-end, 23.9 million consumers will perform a search online for wireless service, the study found. Study results were based on an analysis of Compete`s online panel of 2 million Internet users and a survey of more than 785 Internet users who had used search to help them with wireless purchases over the previous 12 months.

 

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