A new study from GroupM Search developed with comScore sheds light on the causal relationship between Search and Social and how they influence the conversion path. This is a great follow-up to the 2009 study that explored the correlation between the two. Now that Social media is more mainstream and deeply embedded into consumer lives the 2011 study highlights opportunities for brands to explore in the consumers path to conversion.
- In 58% of all consumer journeys that end in purchase, the starting point is a search
- Consumers who convert are equally likely to use a combination of search and social (48%) as opposed to just search (51%)
- When it comes to aiding the purchase decision, the top social option is user reviews (30%)
- 45% use search throughout the purchase process versus 26% only at the beginning and 18% only at the end