A new WebProNews article labeled Local Search Offers Consumer Control caught my eye tonight.
The premise offers more insight to “searching online, buying offline” consumer behavior. Local interactive marketing firm, WebVisible conducted a survey with Nielsen to study this consumer behavior and the results look very interesting.
One mention is that consumers will easily travel up to 20 minutes to buy something they wound up researching on the Web. I’m guessing this varies per industry. I’ll drive up to a couple miles for chinese takeout, but probably up to an hour for a $1k + purchase. 20 minutes seems like a good average.
It sounds like they have a whitepaper regarding the survey, too. I’m not sure if there’s a fee, but if someone from WebVisible sees this post, feel free to comment.
In October 2007, Greg Sterling also wrote an initial Search Engine Land post regarding this study, including the importance of online reviews.