Search Engine Marketing Firm’s Study Says Offline Channels Drive More Searches

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The recent study on offline channel influence on online behavior study by search engine marketing firm iProspect yields some interesting findings about how offline channels influence online searches. The study which sponsored by iProspect and conducted by JupiterResearch revealed that 67% of online searches were driven by offline channels and 39% of these searches results into purchase conversion.

The study, carried out in June, surveyed 2,332 randomly selected respondents from the Ipsos U.S. online consumer panel who were asked to answer 25 questions relevant to user search behaviors, attitudes and preferences relating to games, digital imaging, portable devices and service bundles.


General findings of the study showed television ads drives most of the online searches with 37% percent of the 69% online search, 36% were driven through word of mouth, and 30% were drive by magazine ads. The rest of the driving factors were company’s store/physical location, radio ad, billboards, ad company name on various public vehicles.

However, television ads having driven most of the online search falls do not really result into actual product purchase. Most users who conduct online search due to offline channels were prompted to purchase online products because of offline channels such as Magazine/newspaper ad or word of mouth from friend/acquaintances, getting 30% each of the respondents’ replies. This put a question on the effectivity of television ads as compared to printed ads.

Another interesting finding of the study relates to the type of keywords used on those online searches driven by offline channels. The survey revealed that company name is the most commonly used search term, accounting for 44%. This is followed by product/service keywords search accounting for 24%. The rest of the keywords used relates to all or part of company product slogan or advertising and other keywords.

These are just three of the major findings of the iProspect study on offline channel influence on online behavior which have a bearing on the total perspective about search engine marketing. Considering the validity of this study, SEM experts better explore these offline channels and start refocusing their marketing strategies to capture offline audience and bring them into the online world. This would certainly add up to the advertising revenues, click conversions, and more money for search engine marketing experts.

Here’s the link to the PDF file of the Offline channel influence on online behavior study of iProspects.

Arnold Zafra
Arnold Zafra writes daily on the announcements by Google,, Yahoo & MSN along with how these announcements effect web publishers. He is currently building three niche blogs covering iPad News, Google Android Phones and E-Book Readers.
Arnold Zafra
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  • tyler dewitt

    Interesting ūüôā

  • Marco Dal Pozzo

    Arnold, I’ve posted on my italian blog about this interesting survey. But I have two questions:

    (1) How reliable is the sample used in the survey ? 2332 online consumers are really so representative of online consumet Universe ?

    (2) Which kind of Company have been searched/involved in this survey ? Are they only big Company or not ?

    Thank you Aron !

  • Arnold Zafra

    Marco – I included the link to the IPSOS consumer panels where the 2,332 respondents came from and a link to the PDF file of actual study.

  • Marco Dal Pozzo

    Thank you Arnold,

    I’ve just updated my post to include an explanation of the study provided in the PDF you linked.

    I realize that the object of online researh was not a contemplated in the surbey !

    Thank you again Arnold ūüėČ

  • raj

    Television shows help considerably. I know that if I post an article about, say, Hell’s Kitchen, immediately after the episode is finished, I might get an extra few hundred visitors to my food blog over 1-3 days. Same for music “reality” shows. But timing is everything. If I sustain blogging about a show, I’ll even get regular commenters.

    But in this case, it’s all seasonal traffic.

  • Michael Temple

    The survey size of 2332 is large enough to be statistically significant, but anyone who has ever conducted or been a part of polls and surveys knows there are a ton of other ways to change or influence the outcome. I can’t say if that is true here or not.

    What I can say is that in my own consulting work I have used this offline marketing to drive online visitors for a long time. I primarily used direct mail and display advertising and not TV, but the results were very good everytime I have used the strategy. In my opinion this is an excellent strategy if you are using both web and offline advertising for a local company that doesn’t benefit by leads and inquiries outside of a limited geographic area.

  • Bill Muller

    Thanks for your reference to the iProspect study we published on offline channels’ ability to drive search marketing result. If your readers would like free access it, or to any other iProspect search engine marketing study (don’t even have to fill out a form) they can do so with our compliments.

  • MSN hacker

    Of course the iProspect search engine marketing study has reveal this topic very good. My congrats to them and I have to say it is incredible what new information I found her.

  • Mike Bazelewick

    If you want to increase online conversions, consider adding a direct keyword link in offline content. Studies have proven keyword linking to online information can improve traffic by up to 10 times. The reason is very simple, a keyword link is not subject to the competition or distractions of search engine results.