Internet Marketing

icrossing Study Confirms that Search Engine is #1 Tool for Online Shoppers Who Research Prior to Purchasing

- Search engines are the most often cited tool for conducting online product and price research -

NEW YORK, Oct. 10 /PRNewswire/ -- "How America Searches: Online Shopping," a new study launched today from icrossing, the largest independent search engine marketing agency, and conducted by Harris Interactive(R), reveals that the majority of online adult shoppers who research products online before making a purchase decision rely on search engines more than any other tool to conduct their research. The study also revealed that most online adults who buy online conduct research at least sometimes prior to completing a purchase.
"How America Searches: Online Shopping" is the second in a series of icrossing studies that take a detailed look into how Americans utilize search as part of their online behavior, and more specifically, how online consumers use search to investigate and compare products and services before purchasing online.

To receive a complimentary copy of the report, go to: http://www.icrossing.com/reverse_direct_marketing/search_report.htm

"The study clearly shows that the internet is becoming the preferred purchasing channel for a variety of products and services among many of those who have tried purchasing them online," said icrossing CEO Jeffrey Herzog. "The smart marketers are adapting to the changing retail landscape and adopting proven search engine marketing strategies to connect with more qualified online shoppers and close more business."

Some highlights from "How America Searches: Online Shopping" include:

* Most adults who purchase items online (88%) conduct some sort of online
research at least sometimes prior to completing their purchase.

* Search engines are the most popular online research tool, used by 67% of
U.S. adults who research online before making a purchase decision. 40%
of those conducting online research go to search engines first. Nearly
equal percentages of respondents who use search engines to research
products online use them to find a website from which to buy or to
investigate where to purchase their desired product (54% and 53%,
respectively).

* Retailer/Seller websites are the second most popular online product
research tool (used by 57% of online adults who research online prior to
making a purchase decision).

* Older online shoppers, those ages 55 and up, who use search engines to
conduct research are more likely to click on sponsored links (75%) than
their younger counterparts -- those between the ages of 18 and 54 (56%).

* 72% of online adults who identified Airline tickets/ Hotels/ Travel as a
product they buy online said they make travel arrangements online more
often than they do offline. 47% of online Tickets/Entertainment buyers
said the same about tickets and entertainment and 45% of online
Books/DVDs/Music buyers said the same about those items.

Survey Methodology

Harris Interactive(R) fielded the study on behalf of icrossing, inc. from August 26-30, 2005, via its QuickQuery(SM) online omnibus, interviewing a nationwide sample of 2,322 U.S. adults aged 18 and over. Data were weighted to reflect the total U.S. online adult population on the basis of region, age within gender, education, household income, race/ethnicity, and amount of time spent online per week. In theory, with a probability sample of this size, one can say with 95 percent certainty that the overall results have a sampling error of plus or minus 3 percentage points of what they would be if the entire online population of U.S. adults had been polled with complete accuracy. Sampling error for the various sub-sample results is higher and varies. This online sample is not a probability sample.

About icrossing

Founded in 1998, icrossing is both the Agency and the Technology behind search advertising. The Agency delivers on Search Intelligence(TM), Natural Search Engine Optimization, Paid Search Management, Web Analytics, and Creative Services by leveraging its Reverse Direct Marketing Technology(TM) platform. Together, The Agency and The Technology connect, communicate and close more business for icrossing's Fortune 1000 clientele.

About Harris Interactive

Harris Interactive Inc. (www.harrisinteractive.com) is the 13th largest and fastest-growing market research firm in the world, perhaps best known for The Harris Poll(R) and for pioneering and engineering Internet-based research methods. The Rochester, New York-based global research company blends premier strategic consulting with innovative and efficient methods of investigation, analysis and application, conducting proprietary and public research globally to help clients achieve clear, material and enduring results.

Blending science and art, Harris Interactive combines its intellectual capital and one of the world's largest online panels of respondents, with premier Internet survey technology and sophisticated research methods to market leadership through its US, Europe (www.harrisinteractive.com/europe) and Asia offices, its wholly owned subsidiary, Novatris in Paris (www.novatris.com), and through an independent global network of affiliate market research companies. EOE M/F/D/V

Source: icrossing

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