How to Adapt to Consumers’ Accelerated Path-to-Purchase in 2018

How to Adapt to Consumers’ Accelerated Path-to-Purchase in 2018

The path-to-purchase is getting shorter: Consumers are not only making purchase decisions faster, but also, condensing customer journey stages to mere moments.

For example, consider the instance that ‘awareness’ and ‘consideration’ stages happen in the same moment. Among the 100 billion searches Google processes every month, a growing number of those searches are queries of extremes. New data from Google shows a significant increase in consumers searching for products ‘to avoid’ and ‘the worst’, increasing 1.5x since 2015, and mobile searches for ‘the best’ have grown 80%.

This seemingly subtle change in behavior signals a more dramatic shift in the content consumers want when making purchase decisions, as well as their expectations when receiving that information. Amid the wealth of content available and its proximity to consumers today, consumers are able to research and validate their consideration for products they need or desire within moments of their initial discovery.

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