Survey: Search Engines Have the Highest Influence on Online Shopping Activity

Survey: Search Engines Have the Highest Influence on Online Shopping Activity


Social networks receive a significant amount of media attention these days. However, when it comes down to online purchasing, search engines are the go-to-source for consumers – not their social networks–when preparing to make an online purchase.

Silicon Alley Insider reported on a newly released Goldman Sachs survey on the influence online channels are having on online purchase behavior.  The survey showed search engines, ‘unsexy’ though they might be, were the most influential, followed by recommendation engines.  Social networks were the least influential, influencing only 5% of purchaser’s behavior:

online influencers on purchase behavior

How does this jive with your perception of online influencers on purchase behavior?

About Nathan Safran

Nathan is the Director of Research at Conductor and leads Conductor’s research and content team. Nathan is a monthly columnist at Search Engine Land and Search Engine Watch. Nathan’s research on digital marketing has been widely covered in both industry publications and mainstream media such as Techcrunch, Venture Beat and the Washington Post. Prior to joining Conductor, Nathan was an analyst at Forrester Research.

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