A three year project, The Retail Search Presence Study, finds (not altogether surprisingly) that online retailers are winning over their traditional counterparts when it comes to visibility on the Big Three search engines.
The study, conducted by Internet-Engine, entailed visiting and categorizing over 6,000 web pages found via search during the holiday shopping season. Online retailers easily dominated returned results on all the engines, with over 30 percent of the listings. Bricks-and-mortar retailer results appeared in a mere 12 percent of searches.
Given consumers are performing over 10 billions searches each month, and that 24 percent of all offline purchases are influenced by the Internet (Forrester Research), the study’s findings point to a serious gap in offline retailers’ commitment to and investment in Web marketing — particularly at a time in which online shopping is growing at the expense of Main Street and big box retailers.