Re: ONLINE-ADS>> Internet Search Behavior

Miki Dzugan (mdzugan_at_mn.uswest.net)
Sun, 29 Mar 1998 11:23:50 -0600

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Thank you to John Schick for his pointers to the ViaWeb studies.

> ViaWeb Keyword Consumer Study,http://www.viaweb.com/vw/studimpurrar.html
> - study of search engine keywords used by online shoppers. The keywords
>show that 70% of the shoppers intended to buy before they visited the site
>where they placed an order. This new data contradicts the widely held view
>that most online
> purchases are impulse purchases.

I was intrigued by "the widely held view that most online purchases are
impulse purchases." Does nobody understand the medium?

Perhaps I have an unfair advantage of being older than dirt and having
programmed computers since the late 60s or maybe it's because I hate to
shop myself that I see the Internet as the place for people who hate to
shop but need to buy something.

Think about what computers and the Internet are good at -- presenting an
ocean of information which can be searched by description. What it is
very poor at is presenting the visual and tactile experience associated
with browsing type of shopping.

The most successful direct selling sites are those to which you can go
with a concrete description of the product, e.g. airline ticket, stock,
book, hardware or software, find it and buy it.

It seems to me that Excite and others are missing the boat with a
"shopping" channel. To me, your basic Internet buyer, that is a
complete turnoff whereas a "product" search which took, say AltaVista's
index, and was able to come up with only pages that sell the product
specified in the keyword would be a real hit. The comparison buying
tools, especially for hardware and software, are wonderful!

--
Miki Dzugan	mailto:mdzugan_at_mn.uswest.net
MarkNETing	(612)224-8709
http://www.marketing-internet.com/
Do a lot of searching for business information?  Set your browser search
button to Mik's Picks Power Business Search,
http://www.marketing-internet.com/miks.htm


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