SEO and User Behaviour

ComScore Networks released some interesting results from a new research study that confirms the importance of search in influencing offline buying. The results show that 25 percent of searchers purchased an item directly related to their query, and that of those buyers, 37 percent completed their purchase online. An even greater 63 percent completed a purchase offline following their search activity.

Latent conversions are tracked for searches and purchases during particular time span.

Buyer Conversion Summary for Select Product Categories
Category Searched	Buyer Conversion	% of Buyers Converting Offline	% of Buyers Converting Online
Average, All Categories	25%	63%	37%
Apparel & Accessories	43%	65%	35%
Toys & Hobbies	42%	88%	12%
Music/Movies/Videos	28%	83%	17%
Consumer Electronics	18%	84%	16%
Video Games & Consoles	17%	93%	7%
Jewelry & Watches	15%	75%	25%