Apparel Searches Yield Offline Sales

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NEW YORK A new study on Internet usage found that many consumers doing apparel-related searches end up making their purchases in stores, which would make the overall effect of search ads more difficult to accurately quantify.

Yahoo and Web research firm Compete found 78 percent of those buying apparel in stores said their purchases were influenced by search. Nearly half also made purchases online, spending 26 percent more than other shoppers. About 20 percent of in-store shoppers said they used search to find out about sales and events.

The



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