Study: search increasingly used to research product purchases
A search marketing firm has released research that finds that Australians are increasingly using search to research products and services before they buy them.
The announcement:
SYDNEY, Australia – September 7, 2011 – Results from a comparison study by search marketing specialist, Outrider Australia and research partner, Global Reviews confirms the way Australians research products online is changing.
Comparing results from a 2009 study, these latest findings reveal Australians are using search more than ever to research product purchases, but are turning to brands for their information. A majority of participants (66%) begin product research with a search engine, but revealed they were more likely to click on websites from a brand they trusted (49%), than links relevant to their search terms (29%).
This is a marked change from 2009, which saw search term relevancy as the most common rationale for click-throughs (40%), followed by trusted brands (39%). This is also supported by the move from consumers towards brand or shop search terms, which became more popular than generic product terms in 2011.
Australians are also more likely to turn to the internet for more expensive purchasing decisions*. Only 53% of participants said they would use the internet at any stage of researching or buying jeans, compared to 91% for a lounge suite and 100% for an air conditioner. Higher prices also meant product comparisons on additional websites became more important, with participants seeking further information for lounge suites (76%) and air conditioners (71%) as their next task before purchasing.
In a new section of the study, the growing influence of social media has been revealed with one-in-three high earners (75K+**) indicating Facebook influenced an online product purchase. This was further highlighted with 46% of high earners also admitting that Facebook influenced online research of products, almost twice as much as lower income earners (27%).
“With so many Australians heading online, it is more important than ever to build your brand online with search,” said Victor Navarro, commercial manager, Outrider Australia. “A digital marketing strategy with search at its core is a cost effective way of directly targeting consumers where they are making their purchasing decisions.”
Key findings from the study include:
- 66% of participants begin product research with a search engine.
- 50% clicked on search results from a brand they trusted, up from 39% in 2009.
- 30% clicked on a link because it was relevant to their search, down from 41%.
- 33% clicked on a link because it was in top three results, up from 27%.
- 1-in-3 high-earners (75K+) have been influenced by Facebook to purchase products online, compared to 17% of lower-income earners.
- Facebook is almost twice as influential for online research for high-earners 46% of high-earners, compared to 27% for lower income earners.
The findings will be presented today as part of industry forum, Online Retail: brand engagement in a multi-channel held by industry-body AIMIA.
*Based on three product research categories: jeans, lounge suites and air conditioners
** Based on participants who use the internet more than 20 hours a week.
