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CPG searchers are more likely to be "brand advocates" and share their recommendations with friends and family.

The news comes from findings released Tuesday by the Search Engine Marketing Professional Organization (SEMPO) from a joint study with comScore, Procter & Gamble and Yahoo, writes MarketingCharts.

Over 50 percent of brand advocates write about their purchases online, with 90 percent writing something positive, SEMPO Chairman Gord Hotchkiss said.

The study, titled The Digital Shelf, analyzes roles played by consumers who use search to find information about consumer packaged goods (CPG), including baby care, personal care, home care, and packaged food.

CPG searchers who are also brand advocates are more open to influence, considering more brands prior to making a purchase, according to the study. "However, once they make their purchase, they are more loyal to the brands they buy," said James Lamberti, comScore SVP of media.

"The study showed the importance of search to people potentially looking to switch brands. It also showed that people who search are more successful in converting their friends to buy their recommended products.

"This advocacy extends the reach potential of search marketing dramatically," said Randy Peterson, Search Innovation Manager from Procter & Gamble.