Friday, March 15, 2013

'Purchase Loop' Echoes New Buyer Behavior.

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.


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