Apparel shoppers spend 33 percent more time searchingNovember 2, 2005 
According to a new study performed by Yahoo, apparel searchers spent about 33 percent more time when visiting retail Web sites than non-search visitors. Yahoo's survey also reveals that apparel searchers were more likely to directly engage in site activities such as interacting with a specific product. Yahoo is quick to point out that such behavior has a lot to do with the apparel sites themselves, rather than the search engine by which visitors arrived to any given site. Yahoo looked across 49 apparel retailer sites which may have balanced out the differences site usability can have on how visitors interact with an apparel site. The research report observed both generic search and sponsored search activity across Google, Yahoo, Ask Jeeves, MSN, Lycos and Hotbot.  According to Yahoo's findings, 78 percent of people who purchased apparel offline after using Internet search reported that search influenced their store visit and purchase. Additionally, 47 percent of these buyers have also purchased apparel online and generally spend 26 percent more on apparel on a given year than those who do not use search. What's more, the survey found that, over a 60-day shopping period, apparel searchers spent more than 30 percent more time when visiting retail sites than non-search visitors and, again, were more likely to engage in certain site activities such as answering a short product survey, customizing a product image, viewing various shipping methods or store return policies and finally, submitting an email address. The study shows that apparel searchers were also more likely to make a purchase, both online or offline. It is interesting to note that apparel searchers generated an average online conversion rate of 21 percent, compared with the 18 percent average conversion rate generated by non-search users. Outside of the apparel industry, as a whole, consumers conduct multiple searches and use some of the results generated throughout their buying decision, with 21 percent reporting they use search to find out about new styles and brands, 27 percent use search to find out about sales or special discounts and over 50 percent are using search to find a store address, phone number or website. Source: Search Engine Lowdown
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