Kurt Peters , Senior Executive Editor
qSearch Retail(tm) Quantifies Offline, Same-Session Online and Latent Online Consumer Purchases Influenced by Web Search at Major Search Engines
RESTON, Va., June 6, 2006 - comScore Networks, the leader in measuring the Internet age, today announced the launch of comScore qSearch Retail(tm), a breakthrough offering that will measure the impact of Web search behavior on consumer spending online and across retail channels, including in-store, catalog and phone purchases.
Companies typically have access to incomplete information when attempting to understand the impact of consumers` Web searches, often focusing only on direct online conversions (which occur at the time of search, known as `same session` purchases) to calculate the impact of search on their bottom line. comScore studies conducted during the past two years across multiple retail categories shows that this approach greatly underestimates the value and impact of search. In fact, direct online conversions typically account for no more than five to 20 percent of all search-related purchases, depending upon product category, although some categories show higher conversion levels. For all but a few categories, the majority of conversions occur offline - anywhere from 60 to 90 percent - with the remainder occurring in latent online transactions (typically between 10 and 35 percent). As these numbers show, the results vary widely and are highly category-specific, which underscores the need for granular category-level multi-channel search data.
"comScore is pleased to be able to assist multi-channel retailers in understanding the full impact of Web search on their bottom line," said John Miniati, vice president of comScore Networks. "It`s increasingly clear that consumers who search for products online will often visit brick-and-mortar locations to complete their purchase. In today`s economy, retailers who offer both a strong online and strong offline presence have a distinct advantage."
qSearch Retail(tm) is a quarterly analysis that uses the proven qSearch methodology of observing consumer Web search at major engines, including search ad impression exposures and click activity. qSearch Retail(tm) is based on the comScore Global Network, which continuously and confidentially captures the complete Internet activity - including search engine queries and purchases - of a representative cross-section of more than 2 million global Internet users. qSearch Retail(tm) also leverages comScore`s proven online survey research techniques and matches survey responses with behavioral data.
comScore qSearch Retail(tm) is a cost-effective solution, providing essential information and insight to help retailers, search providers, agencies and financial analysts make data-driven decisions with respect to search:
* Impact of search on multi-channel purchases (online, offline, catalog, phone)
* Latency analysis
* Searcher metrics (searches per searcher, average order value, dollars per searcher, etc.)
* Click metrics (share of voice, click-through rates, conversion rates, etc.)
* Attitudinal analysis of searchers
* Trending over time
* Plus custom analyses available (competitive data, keyword categorization, cross-tabbing, omnibus survey questions, etc)
Companies interested in obtaining additional information about the comScore qSearch Retail service should call (312)775-6621.
About comScore Networks
comScore Networks provides unparalleled insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestlé, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit www.comscore.com.