Beyond last click: Understanding your consumers online path to purchase

Google has just released a whitepaper in conjunction with Nielsen called;

Beyond last click: Understanding your consumers’ online path to purchase

The study looks at consumers paths to purchase and pays particular attention to research time, how people research and how they use search engines in the process.

Here are some of the key findings that I picked out, a link to the full study is at the bottom of the page.

Note: The report is based on UK findings

  • Internet contributed £100 billion to the UK economy in 2009
  • 62% of UK consumers bought goods or services online
  • The online advertising market is now worth over £4 billion in the UK
  • £1 in every £4 of marketing budgets is spent online
  • One in three sales occur 30 days after the online research began.
  • 48% of purchasers switch between using generic and brand search terms
  • Average number of different sites visited per purchase 4.4
  • Average site visits per purchase 9.9
  • Average time search per purchase 1hr 20 mins
  • Excluding Travel, Average number of searches per purchase is 5
  • 70% of consumers who purchase use search
  • Individuals who buy online are 30% more likely to have used a search engine than individuals whose online research did not end with a sale.
  • Half of all travel in the UK is booked online

Full study is here:


This article has received 4 Ducks – Gerald Duck