26 March 2010 12:41
Marketing agency Greenlight found in its research that the first kind
of shopper will expect the search engine to lead them to the product,
by typing in generic terms such as 'dress'.
Shoppers in the other category will go directly to well-known brands, in a bid to cut down the time it takes to search.
This supports the evidence that multichannel retailers are more successful.
Other
findings included that there were more male-oriented terms used by the
group searching with generic terms, suggesting that women are more
likely to use product or brand-specific keywords.
However,
people were becoming more elaborate with their search terms, possibly
because of their awareness of how sites are indexed by search engines.
Hannah
Kimuyu, a director at the agency, said: "I think the consumer has not
only become more savvy with the types of terms they use whilst
searching the internet for retail, but they are certainly more in tune
with how to use the internet."
