Plural searchers 'more likely to purchase'

12th March 2008

Comparing singular searches with plural searches can reveal a lot about web users' online shopping intentions, it has been claimed.

People who search with terms containing the word 'laptops' are more likely to buy a portable computer than those searching for terms containing the word 'laptop', according to a new Hitwise blog post.

Robin Goad compared the top ten searches containing the word 'laptop' with the top ten key phrases featuring the plural version of the term.

The majority of searches containing the word 'laptops' suggest that the consumer is hoping that their web surfing will end in a purchase, Mr Goad notes.

Terms that signify intent to buy were said to include 'laptops for sale', 'second-hand laptops' and 'refurbished laptops'.

By contrast, there is only one term on the singular top ten that represents intent to purchase: 'cheap laptop'.

Of the singular top ten, four imply an accessories search - for instance, 'laptop bags' - while two suggest the consumer is in the early stages of the buying cycle - 'laptop reviews' and 'best laptop'.

In related news, Dr Adam Le Gresley of Technology Means Business has claimed this week that firms without a web presence could lose sales to companies that have embraced the internet.