How Search Influences Holiday Shopping

Holiday shopping is already in full swing, and people are increasingly turning to the internet to get advice on what's hot, who they should buy from and where they should purchase their gifts. In our study conducted with Millward Brown Digital, we found that searchers are 1.5x more likely to buy than those who don't use search, making them a particularly valuable audience for marketers. Here's what you need to know about the search habits of 2013's holiday shoppers.

Holiday shoppers use the web — especially search2 — to figure out what gifts to buy, choose brands and decide where to purchase.2 In fact, the internet is the top resource for holiday shopping, according to our recent survey, with four out of five shoppers considering it the single most “useful” resource. 3

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