Apparel Search Leads to Purchase Online, Offline

A study by Yahoo and Compete that tracked internet search and transaction activity related to retail apparel websites over one year found that search was used by 20 percent of the 25 million unique monthly visitors engaging in apparel activity on the tracked sites. The number of users searching online for apparel in midyear 2005 increased 30 percent over midyear 2004 numbers. Apparel searchers were also more likely to make a purchase (online or offline). Apparel searchers generated an average online conversion rate of 21 percent, compared with the 18 percent average of non-search users.

Some 78 percent of people who purchased apparel offline after using search reported that search influenced their store visit and purchase. Nearly half (47 percent) of these buyers have also purchased apparel online and spend 26 percent more on apparel annually than those who do not use search.

Using search throughout the buying cycle, consumers conduct multiple searches throughout their purchase decision process, with 21 percent reporting they use search to find out about new styles and brands, 27 percent using it to find out about sales and deals, and over 50 percent using search to find a store address, phone number or website.

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