Online shopping continues to grow and 39 percent of adults reported making a purchase online at least monthly, versus 30 percent in 2005, a 30 percent increase over two years, according to a new study from icrossing, "How America Searches: Online Retail."
The study found that social media is becoming more relevant to online retailing. Forty two percent of consumers who view information about brands and products on sites like Wikipedia said the information was extremely or very influential to their online purchase decisions. Blog posts, online videos and brand profiles on social networking sites hold significant weight with 18 to 44 year old shoppers.
Use of customer product reviews and evaluations to research online purchases jumped from 40 percent in 2005 to 49 percent in 2007. Seventy percent of all online shoppers said online reviews were extremely or very important factors in their decision-making process.
Sixty-five percent of online shoppers conduct product research using search engines but several large retailers, including Tiffany.com and Target.com, rank in paid search for the tested retail-specific keyword set, but miss out on chances to connect with customers by not achieving visibility in natural search.
The study concluded that with more shoppers looking to emerging online research tools like comparison shopping sites, online image search and blogs, the importance of optimizing sites for a range of content, from product feeds to news, images, videos, local search and blogs is critical to achieving online visibility and capturing market share.
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