Search: A Shopper’s Secret Weapon

With another holiday shopping season behind us, you’re likely well aware that shopping for the perfect gift can be an overwhelming challenge. Yahoo! Search wants to make shopping enjoyable and empower people with useful information to make an educated decision.  To better understand how search plays a role for some shoppers, we set out to answer the question: How are people who use search as part of their shopping process different from other shoppers?

Yahoo! partnered with marketing insight consultancy agency, AddedValue, to survey 2,000 consumers* around their online shopping habits, including their usage of search prior to making a purchase. We found that people who use search within the purchase process represent a passionate group of hyper-engaged shoppers.

In addition to being more knowledgeable, engaged and savvy shoppers, searchers used more online resources in their purchase process than their non-searching counterparts, such as:

  • 50% of searchers source customer reviews and ratings online
  • 43% of searchers visit shopping comparison websites to make an informed decision
  • 37% of searchers visit coupon websites to check daily deals
  • 25% of searchers check out a brand’s social media channels like Twitter and Facebook
  • 53% use their mobile devices to help them research a purchase


So what were searchers looking for this holiday season? Searches for top digital cameras spiked 40% during the week prior to Christmas, while Gucci bag surged up 75%, However, the most traction on Yahoo! Search during the final holiday shopping surge was around the iPad – searches on iPad cases were up more than 50%, while searches on how to setup the popular gift experienced a 400% increase!

Are you a hyper-engaged shopper? If so, tell us what else helps you make your shopping decisions, and how Yahoo! Search can help to make your online shopping even easier. And don’t forget to check out Yahoo! Search’s shopping shortcuts to compare products and get through your shopping list faster.

*Survey consisted of 2,000 consumers who were planning a purchase, or had recently made a purchase, in 1 of 5 Retail or CPG verticals: Consumer Electronics, Home Improvement, Food & Beverage, Apparel, and Beauty & Personal Care.

Natasha Fatteded
Principal Product Manager, Yahoo! Search

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