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Search + Social Media Increases CTR By 94 Percent: Report
by Greg Sterling. Search Engine Land, February 28, 2011. "A new report from agency GroupM and comScore details the degree to which search and social media have become intertwined in the purchase path that consumers take across the Internet. The report is a follow-up to a similar study done in 2009. GroupM and comScore looked at consumer behavior associated with purchase decisions in the electronics/telecommunications and consumer packaged goods categories. They found that while search dominates social media among consumers making buying decisions — nearly 60 percent of cases that end in a purchase begin with search – social media play an increasingly important role during consideration and especially after a purchase is made. The report found that '40 percent of consumers who use search in their path to purchase are motivated to use social media to further their decision making process.'..."
Further information on Search + Social Media Increases CTR By 94 Percent: Report
Last updated: 1 March 2011Related Links
- The Virtuous Circle - The Role of Search and Social Media in the Purchase Pathway
- GroupM Search, February 2011. "... In the research from 2009, we found that social media users were 1.7 times more likely to use search for consideration. This new research steps beyond understanding that correlation and shows there is an on-going cycle of engagement created within the search and social channels. Forty percent of respondents say search leads to increased usage of social media, while 46% of those surveyed say social media leads them to conduct more searches. And what stimulates the highest likelihood to move from one channel to the other? More than one quarter of all respondents say the stimulus for alternating channels is the ability to gather additional, salient information..."
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