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Google/Nielsen’s Clickstream Research: Understanding Consumers Online Path to Purchase

The internet is a multi-billion pound industry in the UK, which accounted for 7.2% of the nation’s GDP in 2009. The UK leads the world in e-commerce as the country with the highest per capita spending online. As the growth of e-commerce remains unabated, the consumers are increasingly researching their purchases online.

A new whitepaper conducted in conjunction with Google Barometer and Nielsen, takes a detailed look at consumers’ path to purchase across multiple sectors. The study seeks to understand the length of research journeys, how shoppers are researching their purchases and how they are using search during their decision making process.

Some key findings from the study:

  • Research journeys are often lengthy and in some sectors, can last more than a month.
  • 1 in 3 conversions takes place 30 days after the initial research.
  • 70% of consumers who purchase use search.
  • Generic search terms play a key role in the research process. Shoppers who convert online are 19% more likely, on average, to search on generic terms than those who are just ‘window shopping’ or end up making their purchase offline.

To learn more, You either download the full study using the link under this post or read the completed study embedded below:

Download here complete Google/Nielsen study.

[Source:Barometer Blog]

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