What factors truly influence online searches? That question was answered in a new study sponsored by search engine marketing firm, iProspect. Conducted by JupiterResearch in June of this year, the study revealed that 67% of the online search population is driven to search by offline channels, such as television, newspaper or radio.

More specifically, 37% said a television ad encouraged them to conduct a search, 36% said word-of-mouth initiated a search, 30% said a print ad, 20% said a physical store’s location, and 17% said a radio ad. The study also found that 39% of online searchers who are influenced by offline channels ultimately make a purchase.

The survey was completed by a total of 2,322 randomly selected individuals from the Ipsos Insight U.S. online consumer panel, and was comprised of 25 questions about their behaviors, attitudes, and preferences as they relate to games, digital imaging, portable devices, and service bundles.

Amongst its key findings, the survey shows that offline channels clearly influence a significant percentage of online search users to subsequently perform queries on search engines based on the company name, product/service name, or slogan that appears in the messaging of that offline channel. Specifically,the study revealed that two-thirds of the online search population is driven to search by offline channels.

The implications of such findings are clear: online search marketers have a huge opportunity to leverage offline channels to drive their audience to search for them or their products. Doing so could greatly enhance the effectiveness of their efforts.

Beyond examining the power of offline channels to drive search, the study also took a look at purchase behavior. Specifically, offline-influenced online searchers were asked whether they ultimately had made a purchase from the company whose website had been the object of their search. The data revealed that more than one-third do so. This translates into a 39% conversion rate, and suggests that a synergistic relationship exists between search and offline channels.

Sure, offline channels can drive traffic, but at the end of the day, it’s pretty much meaningless if a purchase isn’t made, said iProspect President Robert Murray. Marketers want to know the pay-off. And the data from this study suggests that search and offline produce extremely impressive results. Savvy marketers will capitalize on that synergy.