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21 August 2007

Will the Internet Eventually Close the Loop?

SELand: What Influences Online Searches?

OK, so this is not a link to the actual study, but iProspect conducted a recent study that says, according to SELand,

"...offline channels prompt two-thirds of online search. 37% said a television ad encouraged them to conduct a search, 36% said word-of-mouth initiated a search, 30% said a print ad, 20% said a physical store's location and 17% said a radio ad."
If it were me and I were an offline kind of guy, I'd be asking, "where'd that other third of the people go?" It used to be that all searches were prompted somewhere along the line by offline channels. But if a third of the people don't even get their search terms offline, then I am thinking that number is not going to get any smaller.

Is this an indicator of the power of offline channels, or an indicator of the growth of the internet?

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