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May 26, 2006
NetRatings Data: The Local Angle
Danny posted here about April Nielsen//NetRatings data reflecting that Google had crossed the 50% threshold in search market share. I want to point to another part of the release, which jumped out at me: the Internet driving people to local retailers ("big boxes" in this case).
All of the top five shopping queries according to Nielsen are ultimately local:
1. “home depot”
2. “walmart”
3. “target”
4. “sears”
5. “best buy”
These are people who likely have done their research and are now looking for physical/local stores to buy what it is they want. This is striking because as much as the Internet is fueling the growth of e-commerce, it's driving offline shopping behavior. While this may be somewhat “counterintuitive” for many people, this is the dominant shopping paradigm for the foreseeable future: online shopping, offline buying.
I've written a bit more about this on my blog.
Posted by Greg Sterling at May 26, 2006 10:32 AM
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