comScore

Internet research firm comScore has announced plans to launch a study designed to quantify the relationship between online queries and offline purchases. Over the past two years, comScore has conducted studies that have uncovered results consistent with the findings of several TKG studies. Specifically, comScore reports that "online conversions usually account for between 5 [percent] and 20 percent of search-related purchases; between 60 [percent] and 90 percent of conversions occur at brick-and-mortar stores, and between 10 [percent] and 35 percent occur in online transactions — but not the same session as the original search." As an aside, Yahoo! Search Marketing's new Panama release will capture delayed online purchasing up to 45 days post-click. The comScore study will merit a closer look as the data become available.