Study: Searchers Still Prefer to Buy Offline

A new Google-sponsored study from comScore Networks found that 25% of product-related searches resulted in purchases, with 63% occurring in brick and mortar retailers, compared with 37% from online merchants. The study has similar findings to a Yahoo-sponsored ComScore study in December 2004, which found that 92 percent of purchases related to consumer electronics occurred offline. Both ZDNet and Ad Week have more details on the study.