Why Search May Not Click for Retailers(AdvertisingAge)

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NEW YORK (AdAge.com) -- As retailers get ready for the holiday season, their first instinct might be to throw as much money as they can afford into search. But recent traffic trends may point them otherwise.

Less than 10% of online retailers' web traffic, on average, comes from search engines, according to an analysis by Nielsen Co.'s Online division.
Nielsen found the majority of retailers' web traffic (61%, on average) comes from people going directly to a retail site -- consumers typing, say, Amazon.com into a browser address bar.

Nielsen's findings are based on second-quarter traffic for 200 online retailers. The analysis shows that comparison-shopping sites, such as NexTag or Scripps Networks Interactive's Shopzilla, collectively accounted for about 1% of traffic. Other referrals, such as affiliate programs or advertising (basically anything that wasn't direct navigation, comparison referrals or search), accounted for the remainder.

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引用元：Why Search May Not Click for Retailers(AdvertisingAge)

今回の調査対象サイトがオンライン小売店なので、他業界のデータを見た際に
検索経由の占める割合がここまで低いかは分かりませんが、
今後インターネット広告を提案する場合、代理店サイドはこのデータも加味した上で
クライアントとの連携を図る必要がありますね。

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