Research: adCenter searchers 70% more likely to buy
A recent study found that MSN searchers (only accessed through adCenter) are 70% more likely to convert than the average searcher in the UK.*
Based on a Nielsen NetRatings Megaview Search panel of around 5,000 households across three months this summer, the research showed that:
- 4.6% of all click-throughs via MSN Search resulted in a conversion - more than any of the other leading engines measured
- MSN searchers are over twice as likely to convert as Google searchers, and 185% more likely within the Retail sector
- The highest conversion rates were in the Finance, Consumer Electronics, Travel, Entertainment, Home and Fashion sectors
The same research explains why this is the case: MSN searchers are simply more focused than their Google counterparts. They click through in half as many searches (2.9) as the Google searcher (5.9), which implies a more decisive approach to shopping and buying.
