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Figure 2.17 Percentage (by category) who bought offline after researching online

Source: BrandNewWorld (2004)

Calculating demand through search term volumes

Search engines are the primary method of finding information about a company and its products. Research compiled by Searchenginewatch (www.searchenainewatch.com) shows that over 90% of web users state that they use search engines to find information online. Savvy e-marketers use tools provided by search engine service providers such as Google (www.aooale.com), Yahoo! (www.yahoo.com) and Miva (www.miva.com) to evaluate the demand for their products or services based on the volume of different search terms typed in by search engine users (see Chaffey (2006) for a listing of these keyphrase analysis tools). Hitwise also provides this type of information - Figure 2.18 shows

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