With the advent of digital, social, and mobile media, the consumer buying process has become more complex than simply identifying a need, exploring options, and making a purchase.
Most consumers move along a complex, nonlinear pathway to their final purchase:
- 87% of those surveyed say shopping is "more happening" than identifying a need, exploring options, and purchasing.
- 83% say their path to purchase may involve a greater number of "stops," but it takes less time than it used to overall.
- 73% say their path to purchase is more complex and less direct than before.