The study surveyed 2,322 random people from the Ipsos Insight U.S. online consumer panel. The 25 questions asked of the participants included a range of topics such as their attitudes, preferences and behaviors in regards to digital imaging, games, portable devices and service bundles.
The results showed that 67% of online search is heavily influenced by the advertising campaigns viewed offline. Also found, was 39% of online searchers that are initially influenced by offline channels will ultimately make some kind of purchase.
President of iProspect, Robert Murray thinks that this evidence validates search as a viable marketing consideration. “Search is no longer an add-on consideration for marketers. It is front and center.”
Murray continued to explain the results in a release saying, “On the one hand, it’s intuitive. It makes sense that offline channel messaging could pique a user’s curiosity enough to motivate them to search for additional information. But most offline advertising doesn’t exactly make it easy for customers to find a company’s web site; the numbers seem even more impressive.”